CeraVe became the official skin- and hair-care partner of the NBA and is now launching its first hair-care campaign tied to that partnership. Before the official tie-in, the brand ran a February 2025 campaign featuring Anthony Davis, Paige Bueckers, and Charli D’Amelio, and later launched a February campaign starring Kevin Durant as the first officially connected NBA partnership effort. CeraVe aims to reach a diverse, engaged NBA audience, especially men and people of color, and to educate them on skin and scalp health. The brand also targets dandruff stigma, citing that one in five Americans struggles with dandruff. Carmelo “Melo” Anthony serves as “Head Coach,” supported by his NBA legacy and social reach.
"“We found that the NBA could give us access to a very diverse, engaged fandom - particularly men and particularly people of color - [and we wanted to] educate them on the importance of skin and scalp health,” said Esther Garcia, gm at CeraVe U.S."
"“According to a Fan Score report from Playfly Sports and Vision Insights, the NBA has the youngest and most diverse fan base among the four major U.S. sports leagues, surpassing the NFL, MLB and NHL. The report found that, during the 2022-2023 season, 56% of NBA fans were under 44 years old and 40% identified as non-white.”"
"“A huge, core part of CeraVe's audience is young, teen boys and Gen-Z men, and the people they look up to are athletes,” said Cha Spruce, an executive creative director at Ogilvy."
"“People don't really understand how important it is that you have a healthy scalp when it comes to dandruff. So, as we've done many times before, we wanted to educate on that and take the stigma out of dandruff,” Garcia said. “We thought [this campaign] was a perfect platform to drive educa"
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