Kevin Durant, forward for the Houston Rockets, is aiming to appear in a commercial during Super Bowl LXI alongside skincare brand CeraVe. The campaign marks an extension of Durant’s role as the face of CeraVe’s new ‘Moisturize Like a Derm’ initiative, highlighting the importance of total-body skincare and their Moisturizing Cream product.
Turning Viral Humor into Marketing Success
Durant and his business partner Rich Kleiman, through their company Boardroom, have shared insight into how this campaign developed. The launch gained momentum following a viral teaser where Durant humorously addressed internet jokes about his dry ankles. By combining these lighthearted moments with dermatologist-supported information, the campaign shifted the narrative toward educating audiences on skin hydration and barrier care.
Durant’s Performance Maintains High Profile
Durant is having a strong season, averaging 25.9 points on 51 percent shooting, along with 5.3 rebounds and 4.4 assists per game. This marks his 18th NBA season and his first with the Houston Rockets. He also earned his 16th All-Star Game selection this year, appearing as a reserve, which sustains his visibility both on and off the court.
Impact and Future Opportunities
This innovative marketing approach demonstrates how Durant is leveraging his wide appeal beyond basketball, connecting meme culture with health education. Securing a Super Bowl ad would amplify this message to a broader audience, potentially influencing both sports fans and skincare consumers nationwide. The ongoing campaign showcases Durant’s evolving role as both an athlete and influencer in lifestyle branding.
“KD just turned a long-running internet joke into a brand move.” – Rich Kleiman, Boardroom co-founder
“The two-time Champ is the face of CeraVe’s new ‘Moisturize Like a Derm’ campaign, a social-first push centered on total-body skincare and the brand’s Moisturizing Cream.” – Rich Kleiman, Boardroom co-founder
“The rollout built off last week’s viral mean tweets–style teaser, where Durant read jokes about his dry ankles before flipping the narrative with dermatologist-backed facts. Paparazzi-style gym photos, influencer reactions, and expert explainers followed, transforming meme culture into a lesson on hydration and skin-barrier care.” – Rich Kleiman, Boardroom co-founder
