[OSENWORLD] Retired tennis legend Rafael Nadal (39, Spain) returned to Korea for the first time in 12 years — reflecting on more than two decades of partnership with Kia, the global automaker that believed in him long before he became a champion.
On October 23, Nadal attended the Kia Unplugged Ground event in Seongsu-dong, Seoul, where he and Kia officially extended their global partnership, reaffirming their commitment to a “sustainable partnership.” With this renewal, Nadal and Kia mark their 21st year together, standing as one of the longest and most enduring brand-athlete collaborations in world sports.
“I was 17 years old when I first met Kia,” Nadal recalled. “I didn’t even have a driver’s license back then, and I was recovering from an injury. But Kia believed in my potential.”
He remembered filming his very first commercial. “At the time, Kia was still a young brand in Spain,” he said. “Now it’s grown with strong values and leadership — and I’m proud to have been part of that journey.”
Nadal described Kia as “part of my family,” adding, “From the very beginning, Kia has been with me through every high and low in my career. They gave me belief and support — that faith kept me going. I’m proud to have shared this path with Kia.”
Reflecting on his dramatic 2022 Australian Open victory, Nadal called it “a special win made even more meaningful with Kia.” In that final, he came back from two sets down to defeat then-World No. 2 Daniil Medvedev 3-2, claiming his 21st Grand Slam title. “It was one of the most emotional victories of my life,” he said. “I wasn’t sure I could even come back from injury, but Kia was there through it all, motivating me to give everything I had.”
When asked to share advice with Kia employees, Nadal said modestly, “I wouldn’t dare to give advice, but staying at the top is even harder than reaching it. Humility and passion are what make improvement possible.” He added, “Every morning, I stepped on court thinking, ‘Let’s be better than yesterday.’ I believe Kia has grown with that same mindset.”
“Kia has been a strong supporter throughout my life,” Nadal said in closing. “Every visit to Korea feels like coming back home. Now that I have more time after retirement, I hope to return soon. My journey with Kia will continue into the next chapter.”
Kia President Song Ho-sung reflected on why the company first signed Nadal in 2004: “No one can predict the future when signing a contract. We looked at his character and values. Even at the peak of his career, he’s humble and always seeks ways to improve. Kia must do the same — stay humble and continue to evolve, both in products and service.”
Nadal also expressed hope for Korea’s next generation of players. “There are many talented junior athletes here,” he said. “I still remember some of the kids from our youth program years ago. With the right systems and infrastructure, a world-class star can absolutely emerge from Korea.” He added, “Instilling values through sport and building a positive environment for the next generation is deeply meaningful.”
Meanwhile, Kia Unplugged Ground in Seongsu will open to the public from October 24 to November 9, featuring Nadal’s career archive, memorabilia from his partnership with Kia, original match gear, ad clips, and the EV9 GT Line and PV5 Passenger models he personally drove.
/k_inside@osen.co.kr
Courtesy of KIA
