CeraVe is joining forces with the National Basketball Association.

The popular skin care brand has signed on as the official skin care and hair care partner of the NBA in a social-first partnership that will see CeraVe tap basketball players and personalities for online content, and activate at events like the Emirates NBA Cup and within the “NBA 2K” video game series.

“Becoming the NBA’s official skin care and hair care partner allows us to tap further into the league’s multigenerational and passionate fanbase, particularly among younger demographics, men and diverse communities that are key growth targets for us,” said Esther Garcia, general manager of CeraVe U.S.

The multiyear partnership comes after CeraVe tapped Dallas Mavericks star Anthony Davis in February to feature in its “He

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