CeraVe, a popular dermatologist-recommended skin care brand in the U.S., and the National Basketball Association (NBA) have announced an exciting partnership for both beauty and basketball. CeraVe will serve as the league’s official skin care and hair care partner, and fans of both can expect to see custom content and storytelling, onsite activations at league events and product integrations in the coming season.
The partnership between beauty and brawn will see mass coverage, with the NBA’s more than 2.5 billion likes and followers globally and CeraVe’s more than 1.4M followers. This coverage will help drive important conversations about skin and scalp care globally and reach new audiences, fans and players alike across the sports and skin care industry.
"At CeraVe, we are absolutely thrilled to join forces with the NBA because, like them, we believe in championing performance and well-being," said Esther Garcia, CeraVe US General Manager. "Our core mission is to make effective, dermatologist-developed care accessible to everyone. Our partnership with the NBA is an exciting opportunity to reach a truly unparalleled audience—one that's passionate, engaged, incredibly diverse and one that truly values performance, especially when it comes to their skin barrier, head to toe. Beyond the products, our commitment is to ignite a vital conversation about skin and scalp health by expanding access to dermatologists for all and fostering a holistic culture of self-care that empowers the entire NBA community, on and off the court."
"This partnership reflects the NBA's commitment to expanding its lifestyle and wellness offerings," said Paolo Pastore, VP, Global Business Development, NBA. "As our official skin care partner, CeraVe brings trusted expertise and an innovative marketing approach that supports bringing the NBA experience closer to fans wherever they are."
Fans of both will see an increased presence of CeraVe across digital platforms and at marquee league events throughout the season, including the Emirates NBA Cup, NBA All-Star and the NBA Summer League. CeraVe will also collaborate with the NBA to launch their “Care for All,” a program that provides families with comprehensive resources to skin health education, like dermatology screenings, product education and sampling.
This season is shaping up for an all-star year for skin care as the unlikely dream team bridges two different industries, sparking change and conversation surrounding the future of men's skin care. CeraVe X NBA isn’t the only unique partnership hitting the men's beauty either. Early this year, Garnier formed an exclusive partnership with the FC Mobile Festival for e-sports in Bangkok.
As more men embrace skin care as a part of their daily routine, beauty brands have a unique opportunity to expand into new spaces, giving men more opportunities to define skin care that works for them. Whether through gaming or sports, teamwork is the name of the game, and beauty is becoming the number one player.
