Kevin Durant turns viral “ashy legs” skin-cident into a brand deal

Kevin Durant’s stature as an NBA superstar is equipped with relentless scoring on the court and sharp wit on social media. However, his latest victory didn't involve a buzzer-beater, but rather a clever pivot in the world of skincare.On Tuesday, January 27, 2026, NBA superstar Kevin Durant released a viral video addressing the internet’s long-standing obsession with his ashy legs, while officially announcing a partnership with the global skincare brand CeraVe. Durant gave some hilarious replies to tweets posted by fans. By leaning into the meme culture rather than fighting them, the 15-time All-Star has successfully monetized one of the most persistent jokes in his NBA career. Kevin Durant via his X account on Thursday posted, “Y’all keep bringing up my legs…might be time to address it with @cerave? #ad.” But to understand how and what led to this moment, let’s rewind to November 2021. During a game, a close-up photo of Durant’s dry, cracked ankles went viral. This led to NBA fans’ roast show. But Durant’s performance that night remained elite, a fact he pointedly highlighted in his new promotional video. “I had 35 points on 12 shots that night. That is way more important than my ashy ankles,” remarked Durant. The partnership with the global skincare brand CeraVe, owned by L'Oréal, marks a significant branding shift for Durant. In the clip, Durant responds with a shrug and a background cash register sound to a fan tweet that said, “Going to be the first NBA player with a lotion deal.”In December 2025, on an episode of the Unguarded podcast, the 37-year-old admitted that he had stopped minding his grooming. He said, “I really used to care at one point about like, ‘Man, let me get a [haircut] this week. Then after a while, I was like, ‘I'm way more relaxed when I'm just not giving a f***.’ I just stopped getting cut. Stopped lotioning.”Now, from that to this partnership, Durant’s laid-back attitude and raw honesty have laid the perfect foundation for an ad campaign with a global skincare brand. While Durant is making headlines for his skin, his on-court production for the Houston Rockets remains stellar. Playing in his 18th NBA season, Durant is averaging 26.5 points, 5.4 rebounds, and 4.5 assists per game while shooting at an efficiency of 51.4% from the field and above 40% from the arc. Currently, Durant sits at 6th place in the NBA’s all-time scoring list, a feat that he recently achieved. He is just 556 points away from surpassing Michael Jordan and entering the league elite 5.