CeraVe is the official skincare and haircare partner of the NBA, marking the first time the skincare brand has partnered with the pro basketball league.<\/p>\n
CeraVe U.S. VP of marketing Jasteena Gill explained that she sees the partnership as \u201ctwo powerhouses coming together.\u201d\u00a0<\/p>\n
The multiyear partnership will provide CeraVe with opportunities to integrate its dermatologist-developed products and educational initiatives throughout the NBA season and across various NBA platforms.<\/p>\n
The partnership will feature athletes, influencers and dermatologists to create \u201cedutainment\u201d in fun and engaging ways, said Gill. The brand is taking a social-first approach and showing \u201cit knows ball\u201d to resonate with the most digitally engaged sports league in the U.S., she added.<\/p>\n
To celebrate the collaboration, CeraVe is teaming up with parody account NBACentel<\/a>. This is the first time Centel has partnered with a brand, with entertaining content in the spirit of cross-brand fandom including posts, Gill said.<\/p>\n CeraVe is also doing an \u201cNBA-in-culture inspired content takeover\u201d of its own social channels, she noted, to tease the partnership, encouraging speculation and fan engagement.\u00a0<\/p>\n Another key partnership highlight within basketball culture coming down the pike for CeraVe includes A Care For All Initiative, which is a philanthropic program with NBA Cares, offering dermatology check-ups and skin health education at Jr. NBA clinics.<\/p>\n CeraVe\u2019s presence in the NBA multiverse will span across events such as the Emirates NBA Cup, NBA All-Star Weekend, NBA Summer League, NBA Canada Series and NBA House.\u00a0<\/p>\n The partnership will also extend into the digital realm with NBA 2K integration, tapping into the league\u2019s large and highly engaged gaming community.<\/p>\n Throughout all these activations, fans can expect exclusive access for player meet-and-greets, CeraVe branded experiences, product education and sampling, and dermatologist consultations.<\/p>\n The NBA appealed to CeraVe as a partner as it has \u201ca massive reach of diverse fans that are engaged with basketball,\u201d Gill said. \u201cAs a brand for everyone, this is an opportunity for CeraVe to bring skincare and skin health education from head to toe to the NBA fans.\u201d<\/p>\n The brand particularly wants to ensure consumers are aware that everyone with skin concerns and conditions \u201ccan find an effective solution with CeraVe,\u201d Gill added.\u00a0<\/p>\n Ogilvy PR is supporting CeraVe with PR around this partnership. Budget information was not disclosed.<\/p>\n Earlier this year, the brand ran its Head of CeraVe campaign, which included authentic CeraVe users such as social media and Broadway star Charli D\u2019Amelio, Dallas Mavericks player Anthony Davis<\/a>, and WNBA player Paige Bueckers. The campaign highlighted common scalp symptoms and how CeraVe\u2019s products can help to ease them.<\/p>\n \u201cThat campaign served as a great opportunity for us to engage both NBA fans and CeraVe users,\u201d said Gill.\u00a0<\/p>\n Last year, CeraVe\u2019s Michael CeraVe campaign included a Super Bowl ad focused on the brand comically cleaning up misinformation that baby-faced actor Michael Cera is the mastermind behind its moisturizing cream. The campaign won several major awards at the Cannes Lions International Festival of Creativity in 2024.<\/p>\n This article originally appeared on PRWeek US<\/a>.<\/p>\n