In their pursoot to boost sales, Kia Motors have tabbed NBA sophomore phenom Blake Griffin as their pitchman. Kia Motors are already linked to the Los Angeles Clippers and this association has landed them a spot in the 2011 NBA Slam Dunk Contest when Blake leaped over their vehicle. This has given the kind of national exposure that they hope to carry over with the Blake Griffin signing.
Griffin works well as a pitchman because consumers see him as a “very hardworking, steady guy” and a fresh face, says consultant David Carter, a principal with the Sports Business Group. For Kia, Griffin’s stunt “gave them such a unique way to break through the clutter.”