Kevin Durant
Kevin Durant has spent more than a decade dominating NBA defenses, but one unexpected topic has followed him online almost as long. For years, jokes about Durant’s dry legs and ankles have circulated across social media, turning brief broadcast shots into viral moments.
Now, Durant is leaning into that long-running conversation through a new collaboration with CeraVe, per Ogilvy
The Houston Rockets forward alluded to the partnership in a video shared Tuesday, January 27, on X, where he read aloud jokes poking fun at his legs. “Y’all keep bringing up my legs… might be time to address it with @cerave?” Durant wrote in the caption, tagging the skincare brand and adding the required ad disclosure. The post quickly sparked speculation, setting the stage for a larger reveal.
CeraVe officially announced Durant as part of its latest global campaign focused on total-body hydration, positioning the partnership as both educational and culturally aware.
A Campaign Built Around Total-Body Hydration
CeraVe’s collaboration with Durant centers on its fan-favorite Moisturizing Cream, a product developed with dermatologists for use on both face and body. According to the brand, body skin is often overlooked despite being significantly drier than facial skin, a gap the campaign aims to address.
The skincare company stated that 87 percent of dermatologists agree body moisturization is just as critical as facial care. By partnering with Durant, whose dry skin moments have become a recurring online joke, CeraVe is highlighting real-world experiences to reinforce that message.
The campaign plays out primarily across social platforms, where Durant’s familiarity and reach allow the brand to connect skincare education with sports culture. Early elements included candid, paparazzi-style imagery of Durant carrying CeraVe products and social posts that invited fans to weigh in on his new routine. Dermatologists and skincare influencers also joined the conversation, offering explanations on hydration, skin barriers, and ingredient science.
CeraVe framed the initiative as an effort to normalize so-called “skincidents,” viral moments when dry or neglected skin unexpectedly becomes a topic of public discussion.
Durant Embraces ‘New Face of Legs’ Role
The campaign culminated with CeraVe officially naming Durant the brand’s “New Face of Legs,” a playful title meant to flip years of online commentary into a positive and informative moment. Alongside dermatologist Dr. Nozile, Durant appeared with visibly moisturized skin, underscoring the campaign’s focus on consistency and proper body care.
Melanie Vidal, CeraVe’s Global General Manager, said the partnership reflects the brand’s goal of changing habits around total-body hydration through relatable stories. Vidal noted that Durant’s experience made him an authentic voice for the message, especially in a fast-moving digital culture where viral moments often overshadow education.
CeraVe Moisturizing Cream, the centerpiece of the campaign, is formulated with three skin-identical ceramides and the brand’s MVE Technology, which helps deliver long-lasting hydration. The company says the cream provides up to 48 hours of moisture while supporting the skin’s protective barrier.
For Durant, the collaboration represents a lighthearted yet strategic partnership that connects sports, culture, and self-care. Rather than ignoring the jokes that have followed him for years, he is now using them as an entry point for a broader conversation about skincare, one that CeraVe hopes will resonate well beyond the basketball court.