RealGM

A flying leap to the hoop over a car has led to a slam-dunk of another sort for NBA rookie of the year Blake Griffin: On Wednesday he's being named the pitchman for Kia Motors.

Kia's U.S. marketing's chief, Michael Sprague, says Griffin is youthful, hardworking and "represents the future of the NBA."

Just as Griffin is being recognized as a rising star, Sprague says he hopes Kia, the smaller sister brand to South Korea's Hyundai, is seen the same way.

Griffin works well as a pitchman because consumers see him as a "very hardworking, steady guy" and a fresh face, says consultant Scott Carter, a principal with the Sports Business Group. For Kia, Griffin's stunt "gave them such a unique way to break through the clutter."

"I don't think any of us (predicted) how great it would turn out to be," Sprague says.

Chris Woodyard, USA Today