KIA GOES BEHIND THE SCENES WITH NIKOLAJ JACOBSEN

Behind Every Victory Lies Hard Work – Kia Goes Behind the Scenes with Nikolaj Jacobsen

It’s not the victory that shapes you – it’s everything leading up to it! Kia brings the national coach’s mindset into their marketing strategy.

Fredericia, May 2025 – One of the most successful coaches in the world becomes the new face of Kia – but he’s not here to talk about trophies. He’s here to talk about everything that happens along the way.

With four World Championship titles, Olympic gold, and international awards and honors like ”World’s Best Handball Coach”, Nikolaj Jacobsen has cemented his name on the biggest stages of the sport. Now, he becomes a brand ambassador for Kia Denmark – in a partnership not focused on results, but celebrating the everyday effort and the belief that success doesn’t happen in the moment, but in all the unseen work that precedes it.

“I’ve never been one for fancy words. I say things as they are. Honesty, inclusivity, and presence are the foundations of my leadership style – whether it’s about developing talent or building a strong team spirit.” says Nikolaj Jacobsen.

A Different Kind of Storytelling

In a new campaign, Jacobsen becomes the focal point of a story that challenges the classic hero narrative. Here, it’s not the goal but the journey that takes the spotlight. In just 20 seconds, Kia and Jacobsen aim to inspire – not with titles, but with the hard work, doubt, and dedication that come before success.

“We didn’t choose Nikolaj because he won. We chose him because he knows what it takes. His humanity, uncompromising honesty, and passion for the process perfectly align with the values we want Kia to be known for.” says Lise Bessermann, Marketing Manager at Kia Denmark.

The partnership culminates in a series of films that challenge traditional advertising storytelling. Instead of celebrating the outcome, the focus is on the small steps, the ongoing effort, and the desire to start over – even after reaching the goal.

“Some win once and live off it for life. Others say thank you – and take the gloves off again,” the campaign’s creative concept states.

A Match in Mindset – Not Target Audience

In recent years, Kia has undergone a significant strategic transformation. From being known as a “sensible car” to now standing at the forefront of electric mobility, design, and technology, the brand has reimagined both its products and its communication. The partnership with Nikolaj Jacobsen is a natural continuation of that journey.

“Kia shouldn’t be the car you choose because it’s a smart purchase. It should be the car you choose because you feel inspired by what it stands for – where the journey is just as important as the destination.” says Lise Bessermann.

“For me, it’s about remembering where you come from – and being grateful for the experiences you have. Do what you’re good at, pursue your passion, and never forget that the journey is at least as important as the goal.” adds Nikolaj.

With these films, Kia aims to create content that goes beyond the car industry and touches on something human, honest, and relatable. The campaign launches in June 2025 under Kia's global slogan "Movement that inspires", and will be activated digitally, on social media, and through selected partners.