Kumho Tire is engaging new consumers through their partnership with the NBA. As the official tire of the National Basketball Association, they want to showcase how their tires provide cars with the same handling that the world’s best basketball players display every game. In our spot “Sponsor of That” we set out to show that Kumho Tire is even more than the NBA’s tire of choice. They are engaged in every single aspect of the game. From the insane dunks, fadeaway jumpers, buzzer beating shots, and the intensity of the fans, Kumho is the sponsor of all that.