Kia and the NBA bring a new smell to your car

It’s pretty common the find an air freshener hanging above the car rear view mirror. Many of us even have our own favorite scent from Evergreen to Black Ice, but what about the “Distinct In-Game Musk?” of an NBA game? No? Not what you were thinking? To drive awareness and buzz, Kia is riding the basketball excitement of the season by partnering with the NBA to give customers and fans the full 5-sense NBA experience by delivering the 5th, often forgotten, sense: smell. Yep, together they created NBA team-scented air deodorizers that are being given away at hundreds of KIA dealerships across the country.

Through a fun promotional video, the scent technicians of the “Kia Scent Lab” show the process of how they carefully came up with the scents of each team, from swabbing the armpits of players to squeezing out the sweat of their jerseys to create a true, authentic smell. For a limited time, fans can pick up their free NBA air freshener when they participate in a test drive at one of the many Kia dealerships, but don’t worry, the scents won’t actually smell like a large, sweaty basketball player! The scents are said to embody each city’s and team’s personalities to give fans the true experience of being near their favorite team while taking a drive in their car.

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