CeraVe is tapping into sports culture with a new body care campaign starring NBA superstar Kevin Durant as the ‘new face of legs’. The brand uses Durant’s history of viral ‘skincidents’ as the entry point for a dermatologist led message about full body hydration and everyday skincare routines.
From Meme to Platform
CeraVe notes that body skin can be up to two times drier than facial skin, yet it is often overlooked in daily care. The campaign reframes Durant’s past ‘skincidents’ as a starting point for behavior change, shifting the focus from jokes to habit building. By building a light hearted narrative around an athlete publicly teased for dryness, the brand taps into internet meme culture and turns it into a structured message about body care.
A Socials First Campaign
The campaign followed a multiphase, social first path. It started with Durant addressing ‘mean tweets’ about his dry skin, then moved into staged, paparazzi style shoots. That sequence drove speculation and commentary before the brand formally crowned him the ‘Face of Legs’ in a satirical post showing a long, continuous shot up his now moisturized legs. It is branded humor designed to live natively in social feeds, but tethered to a clear functional claim around body moisturization.
Awareness Through ‘Edutainment’
Underneath the jokes, CeraVe keeps the dermatology angle front and center. The brand cites survey data showing that a large majority of dermatologists consider moisturizing the body as critical as facial care, and uses that statistic to justify a dedicated, legs first message. The campaign uses Durant’s storyline as a gateway to an ‘edutainment’ approach, pairing him with board certified dermatologists to talk about barrier repair, dryness, and how its Moisturizing Cream fits into a daily routine. This blends clinical positioning with mainstream sports visibility.
Brand and Category Context
For CeraVe and L’Oréal, the partnership adds another high profile NBA name to a growing sports roster and builds on the brand’s positioning as an official league partner. Turning a viral ankle meme into a global, legs led body campaign shows how beauty brands are using social media and humor to frame new launches, especially when they intersect with sport.
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