KIA draws from the world of tennis to choose its new Brand Ambassador. It is Luciano Darderi, currently number 22 in the ATP ranking. He joins Lorenzo Musetti, another tennis player and Brand Ambassador of the Italian division of the Korean brand. KIA has announced that at the 2026 US Open, which will start in just a few days, the debut of the collaboration with the KIA logo on the new testimonial’s shirt will take place.
KIA chooses Luciano Darderi
“We are excited to welcome Luciano Darderi to the KIA Italy family. Luciano represents a new generation of athletes capable of standing out for talent, determination, and authenticity. His growth path and mindset perfectly reflect the values that guide our brand every day – the company commented – Together with Lorenzo Musetti, already a KIA Italy Brand Ambassador, these two musketeers create a sort of KIA Italy Tennis Team. An alliance of Italian talents that allows us to tell KIA through credible, dynamic personalities close to the new generations.”
The bond with the world of tennis
For his part, Darderi himself also wanted to speak: “I am very happy to start this journey together with KIA Italy. I have always appreciated the brand’s ability to look to the future with courage and innovation, while keeping authentic values such as determination, respect, and the desire to grow at the center. I am proud to represent KIA and to help tell a vision of movement that goes beyond sport and speaks of passion, energy, and new challenges.”
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