Over the past year, Kia has collaborated with DC Entertainment on creating a series of superhero-themed cars, including a Wonder Woman-themed Sportage, as part of the comic book publisher's "We Can Be Heroes" campaign. At the 2013 Comic-Con convention in San Diego, Kia showed off the final vehicle in the series, a 2014 Sorento SUV, with custom artwork depicting all seven of the Justice League superheroes, Superman, Batman, Wonder Woman, Green Lantern, The Flash, Aquaman, and Cyborg, created by DC Entertainment co-publisher Jim Lee and painted by West Coast Customs.
The "We Can Be Heroes" campaign was originally envisioned to help combat hunger in the Horn of Africa, and has raised more than $285,000 through crowdfunding campaigns to date. The Sorento is the centerpiece of an eBay online charity auction which benefits the "We Can Be Heroes" campaign. The 10-day charity auction is live through July 27, 2013, at www.ebay.com/wecanbeheroes. In addition to the Sorento, spectacular artwork from some of today's top contemporary artists, inspired by DC Comics' Justice League characters. The top item in this collection is "Justice," a large-scale piece of original artwork by Jim Lee that features Batman's profile in a color palette inspired by the hues of Africa: yellow, green, red and black.