LeBron James is Kia's latest athlete endorser. He's the face for a new campaign for the maker's new luxury sedan, the K900.

Automakers aren’t just finding ways to outdo one another with their vehicles, the competition for celebrity pitchmen is also heating up: Kia Motor America added hoops superstar LeBron James to its roster.

James is now hawking the maker’s K900 luxury sedan. He joins fellow NBA player Blake Griffin, tennis superstar Rafael Nadal, and U.S. Women’s Open champion Michelle Wie on the company’s list of superstar athlete pitchmen.

His first ad spot titled “Fit for a King” debuts during the upcoming NBA season. The Cleveland Cavalier, who’s nickname is King James, is the latest high-profile celebrity to begin selling cars after actor Matthew McConaughey linked up with Lincoln in a multiyear deal.

The first commercials promoting the MKC feature McConaughey and his highly recognizable Texas twang driving around in the MKC talking about his experiences with Lincoln vehicles.

Lincoln is hoping a new series of ads featuring actor Matthew McConaughey will raise the company's profile and boost sales.

James is well-known for his affinity for high-priced automobiles, including the K900, which he tweeted about driving in August.

“I was a Kia K900 driver and fan before we decided to become partners, so I’m really excited to be Kia’s first-ever luxury ambassador,” says James in a statement. “This partnership is about the power of great style and performance. Kia and the K900 are out to challenge conventional wisdom and show people how to think differently, and I can relate to that.”

The multi-year deal with Kia has James assuming the newly created role of K900 Luxury Ambassador. The hoops star actually reached out to Kia – the Official Automotive Partner of the NBA – for a firsthand experience with the flagship sedan.

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“As fans of the game of basketball, we were honored to learn that one of today’s most influential athletes and tastemakers recognized something different was going on at Kia and wanted to check out our new flagship sedan,” said Tim Chaney, vice president of marketing communications, Kia.

The automaker introduced the K900 as a lower priced – Kia officials would say value priced – alternative to vehicles like Audi A6 and A8, the BMW 5 Series and 7 Series, Mercedes E-Class and S-Class as well as the Lexus LS460. They are searching for buyers who want the high-priced features, but don’t want to spend ridiculous money for them.

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“Like Kia, LeBron James does not want to be confined by conventions or traditional definitions, and as our K900 Luxury Ambassador his star power will cause people to question everything they think they know about our brand.”

(To see Chevrolet’s entries for this year’s SEMA show, Click Here.)

So far, the K900 hasn’t found its market. Through September, the maker has sold just 1,050 units despite its $60,000 price tag. It has been outsold by all of its competition in that segment, including its Hyundai cousin, the Equus.

In addition to adding the high-profile pitchman to spur sales, the company is offering big incentives for the car. In addition to struggling to get the attention of non-conventional buyers, the car has been panned by the automotive press giving it lukewarm ratings.