Social media mocked this NBA superstar's 'ashy' legs. Then a huge skincare brand came knocking
Who’s laughing now? If Houston Rockets star Kevin Durant is walking around with a big smirk on his face, while flaunting his much-mocked “ashy” legs, here’s why.
Durant and his dry skin situation just landed him a very clever, and probably lucrative, deal with leading skincare brand CeraVe, which is owned by cosmetics giant L’Oreal.
Durant, popularly known as “KD” to fans, has been hilariously, and mercilessly, trolled on social media (with photographic evidence) for sporting extremely dry skin on his legs during games.
KD seemed unbothered by it when he recently addressed the issue on camera. In the clip, Durant hilariously trolled himself as he read and replied to tweets about his dry skin.
One tweet said: “No way KD can be that ashy!!!!!!. No way LOL!OMG!” Durant replied, looking at the camera, “It was a skincident. My legs went viral. It’s all good.”
It’s better than good for KD.
On Tuesday, CeraVe announced a partnership with Durant. which features the NBA veteran and two-time NBA champion in the brands new social-first global campaign, "Moisturize Like a Derm.”
The ads includes cheeky taglines such as “CeraVe, the new face of legs,” and “CeraVe, the official moisturizer of Kevin Durant’s legs.”
“We’re excited to bring our ‘Moisturize Like a Derm’ platform to life through Kevin Durant’s authentic story, to change behavior surrounding the importance of total-body hydration,” Melanie Vidal, CeraVe global general manager, said in a statement. “With 87% of dermatologists agreeing body care is as critical as facial care, we’re using our expertise and insight to deliver this message in a way that reaches new audiences in today’s fast-paced culture.”
Marketing expert Priya Gill credited the CeraVe campaign with Durant as being funny, “but also human.”
“It doesn’t hide behind novelty tricks or AI‑driven gimmicks to get noticed,” said Gill, chief marketing officer with Iterable.
“CeraVe tapped into a moment people were already talking about online and built the campaign grounded in that reality,” Gill told Bagable.com. “It actually reminded me of the Kendall Jenner Super Bowl spot that played off the ‘basketball curse’ meme — clever, self-aware, and very online.”
She expects more brands will seek to mine viral moments, “especially to connect with younger, digital-native audiences.” “The ad itself isn’t the end game anymore. It’s one part of a larger, ongoing conversation that builds affinity with your brand. Because if you’re not doing that, then what’s the point?”
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