King of Clay

The next step of a partnership that has lasted over 20 years is nothing short of legendary. In a homage to Rafa Nadal’s legacy on tennis clay courts, and his unchallenged dominance on the surface that earned him the nickname “King of Clay,” Kia created a one-of-a-kind tribute to its long and fruitful relationship with the athlete, which started all the way back in 2004, before he had even won his first Grand Slam.

The tribute takes the shape of a full-scale clay concept model of the Kia EV4 GT, a car that embodies the same qualities Nadal has shown in every one of his victories: precision, determination, and performance. Clay provides a powerful connection between Nadal’s story and Kia’s. It is the surface on which he achieved some of his greatest victories, winning a record 63 titles on it, and in automotive design, the material designers use to shape and refine every vehicle, sculpting each detail by hand long before a car is produced. To honor that connection, Kia went beyond the traditional clay model, using clay extracted from the most iconic tennis courts, the stages on which Nadal forever changed the sport.

Furthermore, the tapes usually used by designers to define a car’s character were replaced by the white markings of a court, and Nadal’s greatest achievements were displayed in numerous spots along these lines, making the clay concept a living tribute to Nadal’s legacy in professional tennis.

The campaign was also extended to digital, and four films were produced, showing the behind-the-scenes, the making-of, and even the moment when the car was gifted to Nadal himself in Mallorca.

“For more than twenty years, Kia has been by my side throughout my career, through all the highs and the challenges,” said Rafael Nadal. “Receiving this tribute, created from the material that has defined so much of my journey, is incredibly meaningful. It is a special reminder of everything we have shared, and I am honoured by this gesture.”

“Rafael’s determination and resilience have inspired tennis players and fans around the world, and those values have been central to our partnership since 2004. This tribute celebrates Rafael’s remarkable achievements and the journey we have shared. Through tennis and our wider sporting partnerships, Kia aims to bring people together and inspire future generations.” said Soohang Chang, President and CEO of Kia Europe.

More than two decades after the partnership began, Nadal continues as Kia’s global brand ambassador, extending one of the company’s longest-standing sporting relationships. Built on shared values of dedication, resilience and continuous progress, the partnership now moves into its next chapter.