• by Sarah Mahoney , 3 hours ago

CeraVe is joining the NBA as its official skincare and haircare partner, betting that the league’s hyper-online fan base can turn scalp talk into cultural connection.

The multiyear tie-up extends CeraVe’s February move into haircare, which tapped Anthony Davis, a 10-time NBA All-Star, as the “Head of CeraVe,” and included WNBA star Paige Bueckers. That push surprised the brand with how quickly basketball fans showed up online. The campaign generated “incredible engagement, and we saw our communities interacting organically,’” Jasteena Gill, senior vice president, told Marketing Daily. “And they especially appreciated the comedy.”

The rollout starts with teasers on NBACentel—the popular parody of NBACentral on X (formerly Twitter)—taking the launch to the heart of #NBATwitter.

It’s the account’s first brand partnership, per the company. Efforts will also run across CeraVe’s social channels. “Our mission is to bring skin and scalp health ‘edutainment’ to all and do it in a very engaging CeraVe fashion,” Gill says.

Gill says the NBA fit builds on the Davis work. “It started with such an authentic connection, not just because Davis is a CeraVe user, but also because he was experiencing dandruff himself and looking for solutions.” With much of CeraVe’s marketing designed social-first, the league’s highly active digital audience makes the partnership feel natural.

The deal also leans into a gender edge. Many competitors skew toward beauty and over-index female; CeraVe says its customer base is roughly even. The NBA’s fan mix—about 60% male and 40% female—creates, Gill says, “an amazing opportunity.”

Player influence stretches far beyond the court, too: “NBA players are so influential on their social platforms, especially with their fit checks, fashion checks and skincare routines.” And it’s not just sport. “The NBA has become this amazing cultural platform, and we’re a brand that prides itself on being at the forefront of culture.”

Throughout the season, CeraVe will make appearances at marquee league events, integrations within NBA 2K, and a presence at Jr. NBA clinics, offering dermatology checkups and practical skin-care education to underserved communities. 

CeraVe declined to specify the length of the deal, or the cost of the sponsorship.