Ten-time NBA All-Star and Four-time NBA MVP LeBron James has reached a multi-year partnership with Kia to become the first-ever luxury ambassador for the automaker's new Kia K900.

James, an avid car collector, reached out to Kia, for a firsthand experience with the sedan aimed at "confident, independent thinkers" who look for new products and ideas from up-and-coming brands.

"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," said James, according to a company release. "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. For me, a partnership has to be authentic and real to who I am, and that's what makes this one so special."

AMCI Testing recently certified the new sedan as "Quieter, Smoother, and Better Riding Overall" than the Audi A8 4.0T, the BMW 750i and the Lexus LS460.

Back in August, the two-time NBA Champion posted "Rolling around in my K900. Love this car!" online with photos of the sedan.

"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, KMA, according to the release. "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."

The first TV spot featuring James will debut later this month.

James joins Kia's roster of high-profile ambassadors, which includes tennis superstar Rafael Nadal, U.S. Women's Open champion Michelle Wie, and fellow NBA player Blake Griffin.

Kia is the "Official Automotive Partner" of the NBA and LPGA. The automaker surpassed the 500,000 annual sales mark for the second consecutive year in 2013 after launching seven all-new or significantly redesigned vehicles.

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