This story was first exclusively published by Digiday sibling Glossy
In October, CeraVe announced that it would become the official skin- and hair-care partner of the NBA. Now, the brand is launching its first hair-care campaign pegged to that announcement.
In February 2025 — prior to becoming an official NBA partner — the brand debuted a campaign featuring NBA player Anthony Davis, WNBA player Paige Bueckers and creator Charli D’Amelio. This February, a campaign starring NBA player Kevin Durant was the brand’s first campaign officially tied to its NBA partnership.
“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.
