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“Kevin Durant x CeraVe campaign, turned a 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. The campaign delivered 2.7B PR impressions, 133.7M views, and 3.1M engagements, with record-breaking performance across KD’s channels.
“CeraVe turned Kevin Durant's dry ankles into earnerd media gold”
– The Drum
