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“Kevin Durant x CeraVe campaign, The New Face of Legs, turned the viral internet joke into a culture-shifting brand moment.”
CeraVe
The New Face of Legs
When conversation around Kevin Durant’s “ashy legs” resurfaced, it sparked a “Mean Tweets”-style response from KD that ignited
a fully integrated, social-first campaign.
The idea scaled into a multi-platform rollout, from viral film and dermatologist-led content
to Reddit and press, driving sustained conversation across platforms, delivering 2.7B PR impressions, 133.7M views, and 3.1M engagements, with record-breaking performance across KD’s channels.
“Kevin Durant hilariously responds to fans shaming his viral ashy legs”
– People
