the company. In May 2008, Kia released a claymation viral ad featuring Nadal in a tennis match with an alien. In May 2015, Nadal extended his partnership with Kia for another five years. Nike serves as Nadal's clothing and shoe sponsor. Nadal's signature on-court attire entailed a variety of sleeveless shirts paired with 3/4 length capri pants. For the 2009 season, Nadal adopted more-traditional on-court apparel. Nike encouraged Nadal to update his look in order to reflect his new status as the sport's top player at that time and associate Nadal with a style that, while less distinctive than his "pirate" look, would be more widely emulated by consumers. At warmup tournaments in Abu Dhabi and Doha, Nadal played matches in a polo shirt specifically designed for him by Nike, paired with shorts cut above the knee. Nadal's new, more conventional style carried over to the 2009 Australian Open, where he was outfitted with Nike's Bold Crew Men's Tee and Nadal Long Check Shorts. Nadal wears Nike's Air CourtBallistec 2.3 tennis shoes, bearing various customizations throughout the season, including his nickname "Rafa" on the right shoe and a stylized bull logo on the left. He became the face of Lanvin's L'Homme Sport cologne in April 2009. Nadal uses an AeroPro Drive racquet with a -inch L2 grip. , Nadal's racquets are painted to resemble the new Babolat AeroPro Drive with Cortex GT racquet in order to market a current model which Babolat sells. Nadal uses no replacement grip, and instead wraps two overgrips around the handle. He used Duralast 15L strings until the 2010 season, when he switched to Babolat's new, black-colored, RPM Blast string. Nadal's rackets are always strung at , regardless of which surface or conditions he is playing on. , Nadal is the international ambassador for Quely, a company from his native Mallorca that manufactures biscuits, bakery and chocolate-coated products; he has consumed their products ever since he was a young child. In 2010, luxury watchmaker Richard Mille announced that he had developed an ultra-light wristwatch in collaboration with Nadal called the Richard Mille RM027 Tourbillon watch. The watch is made of titanium and lithium and is valued at US$525,000; Nadal was involved in the design and testing of the watch on the tennis court. During the 2010 French Open, Men's Fitness reported that Nadal wore the Richard Mille watch on the court as part of a