Photo source: CeraVe
CeraVe and the National Basketball Association (NBA) have entered into a multiyear partnership that establishes CeraVe as the league’s Official Skincare and Haircare Partner. The new partnership builds on CeraVe’s earlier “Head of CeraVe” campaign featuring Anthony Davis, the star forward for the Los Angeles Lakers, which highlighted how even elite athletes deal with everyday skin concerns like acne and dandruff, making them relatable advocates for the brand.
CeraVe U.S. General Manager Esther Garcia described the NBA collaboration as a natural next step, bringing together two “powerhouse, iconic American brands” that share a commitment to performance, education, and community.
The rollout also features a collaboration with NBACentel, the popular NBA parody account, marking Centel’s first-ever brand partnership, aimed at sparking conversation and engagement among fans. CeraVe is adopting a social-first marketing strategy, leveraging digital platforms to boost both reach and cultural relevance within the NBA’s socially driven fan ecosystem. Garcia explained that this approach reflects the brand’s core mission of “skincare for all,” referencing fan-led moments like the creation of CeraVe’s “G.O.A.T.” mascot, Sarah V. The focus, she added, goes beyond visibility, it’s about integrating skin health into broader cultural conversations. Fans can expect fresh and surprising activations, including NBA-in-culture content takeovers, collaborations with creators and dermatologists, and sampling initiatives at major league events such as the Emirates NBA Cup and NBA 2K tournaments.
A key part of the partnership is its philanthropic initiative, rooted in CeraVe’s “Care For All” program in collaboration with NBA Cares. This effort will bring dermatologists, education, and free consultations to underserved communities through Jr. NBA clinics.
As explained by Garcia “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.”
NBA Vice President of Global Business Development Paolo Pastore said the collaboration aligns with the league’s broader focus on lifestyle and wellness. “This partnership reflects the NBA’s commitment to expanding its lifestyle and wellness offerings,” Pastore said. “As our Official Skincare Partner, CeraVe brings trusted expertise and an innovative marketing approach that helps bring the NBA experience closer to fans wherever they are.”
