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After signing a lifetime endorsement contract with Nike — an unprecedented deal that certainly makes him one of the richest basketball players — LeBron James can afford to buy practically any automobile, any manufacturer around the world can offer.

That’s why James’ professed love for the Kia K900 has left fans wondering if he really does drive it to and from the Quicken Loans Arena or if it’s all a marketing ploy.

Kia answers right back with, strangely enough, a marketing campaign called ‘The Truth’, which will air with three consecutive ads in succession.

The first spot is titled ‘Ten Mil’ and features LeBron answering fan’s real tweet – “I’ll bet anyone $10,000,000 that LeBron doesn’t roll up to the games in a Kia” – by getting in his K900 with an armored truck in tow to collect his $10M.

‘1,000%’ and ‘Spaceship’ are the next two ads and are in response to “There’s a thousand percent chance that there’s a zero percent chance that LeBron drives a Kia” and “LeBron drives a Kia like I fly a spaceship” tweets by real fans as well.

The first ad debuted on television already and is available for viewing at Kia.com and YouTube.com/Kia. The entire campaign will get equal exposure on TV, digital and social media platforms.

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“The award-winning K900 exemplifies the incredible transformation of the Kia brand, and as a tastemaker who is not afraid to go his own way, LeBron James plays an important role in our efforts to change perception by challenging consumers to discover the new Kia. LeBron is pushing people to question everything they think they know about our brand, and we could not be more proud of the fact that he can often be seen driving in and around the Cleveland area in a Kia K900,” said Tim Chaney, vice president of marketing communications, KMA.

“I was a Kia K900 driver and fan before we decided to become partners. For me, a partnership has to be authentic and real to who I am, and that’s what makes this one so special,” said James.

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