The dermatologist-developed skincare brand became the league’s official partner in the most CeraVe way possible – by letting a parody account announce it first.
When CeraVe decided to become the NBA’s official skincare and haircare partner, it could have gone the predictable route: glossy press release, photo ops, handshake at center court. Instead, it handed the mic to NBACentel, the internet’s favorite parody account, and let chaos and moisture take the lead.
The first post from @NBACentel declared that the league was “cracking down on hand-checking this season to better protect players’ skin.” Another teased a “new league mandate” requiring players to moisturize before checking in. Then came the reveal: the NBA had an official skincare partner and it was CeraVe. For the first time ever, the league’s social-savvy satire machine was sanctioned to deliver a real announcement, proof that both the NBA and CeraVe know how to speak fluent internet.
“It may look unexpected, but it’s actually a perfect fit,” says Esther Garcia, US general manager of CeraVe. “We share values around accessibility, performance and diversity. The NBA’s audience reflects who we already serve, men, women, all backgrounds, and this lets us start real conversations about skin health in a space that people love.” About 35% of CeraVe’s users are men, a number Garcia says grew organically thanks to the brand’s neutral packaging and dermatologist roots. Partnering with basketball’s most digitally engaged league opened the door to making skincare cool enough to post about.
True to form, the campaign, created by WPP’s Onefluence team led by Ogilvy PR and executive creative director Cha Spruce, mixed clinical credibility with pure entertainment. It’s the same kind of ‘edutainment’ twist that made CeraVe’s Michael Cera Super Bowl cameo and Anthony Davis’s ‘Head of CeraVe’ spots so memorable. The brand knows how to turn dermatology into dialogue, witty, self-aware and grounded in real expertise. “Our community already jokes with us online,” Garcia says. “We wanted to meet them where they are and have fun while keeping skin health at the center.”
The partnership itself runs deeper than a few clever posts. CeraVe will activate at marquee league events from the Emirates NBA Cup to All-Star Weekend and Summer League with product integrations at retail and even inside NBA 2K26. Off the court, the Care For All program will bring dermatologist access and education to Jr NBA clinics nationwide. “It’s not just about sponsoring basketball,” Garcia says. “It’s about making skin and scalp health part of how fans, players and families think about overall wellness.”
L'Oreal: CeraVe
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