"Something that we've prided ourselves on is that we've always been able to step outside the traditional skincare box and capture moments of culture and be at the forefront of culture," the executive said. "The NBA is a testament to how sports can transcend the sports world and impact culture, fashion and skincare, and have so much influence on people's lifestyles."
"Along with a "Care For All" philanthropic program that offers dermatology check-ups and skin health education at Jr. NBA clinics, CeraVe will be integrated into NBA events like the Emirates NBA Cup and within video game NBA 2K. The brand has dabbled in gaming as a part of culture that resonates across demographic lines. "It's not about coming to life in a more traditional way. It's about finding our way in and creating a world with skincare in the NBA 2K universe," Gill said."
CeraVe, owned by L'Oréal, is the official skincare and haircare partner of the NBA and will execute experiential and digital activations with a social-first teaser strategy. The brand emphasizes cultural relevance and aims to integrate skincare into NBA cultural moments, events and platforms. Initiatives include a "Care For All" philanthropic program offering dermatology check-ups and skin health education at Jr. NBA clinics, integration into events like the Emirates NBA Cup, and presence within the NBA 2K video game. CeraVe will collaborate with parody account @NBACentel and run social takeovers to spark fan engagement and speculation.
Read at Marketing Dive
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