Kevin Durant just proved that sometimes the best business move is to admit your flaws.
The Houston Rockets star turned years of internet hype into a legit package with CeraVe.
Durant posted a video Monday of mean tweets about his notoriously dry skin. But this time the joke wasn’t on him.
The whole thing is a clever advertisement for his new collaboration with the skincare brand.
“You guys keep lifting my leg…maybe it’s time to address this with @cerave?” Durant posted on X with the hashtag #ad.
You guys keep lifting my legs…maybe it’s time to address this with @cerave? #ad pic.twitter.com/4vIU1FFnoz
— Kevin Durant (@KDTrey5) January 27, 2026
The internet has been laughing at Durant’s gray legs for years. Photos of his dry skin became a meme. His legs have been compared to everything from chalk dust to desert sand.
But Durant never tried to escape the jokes.
This deal makes a lot of sense when you know the backstory.
Durant recently went viral when he admitted on teammate Fred VanVleet’s Unguarded podcast that he doesn’t shower every day.
“I’ll take a shower, but I might go a day, two days without a shower,” Durant said during that conversation. “I mean, sometimes I might go two days in a row without jumping in the water.”
VanVleet looked shocked when Durant explained his relaxed hygiene routine. The NBA star also admitted that he rarely uses lotion and only gets haircuts when friends drag him to the barber shop.
“Why the cut? Why? Why? Why the lotion – why the lotion?” Durant said on the podcast. “I wouldn’t put lotion on my body like that. If my hands were a little dry, I might put lotion on, but I don’t.”
The comments quickly went viral, adding fuel to the “grey leg joke” fire. But Durant wasn’t embarrassed. He doubled down on his pursuit of an authentic lifestyle.
“I was at some point where I was really concerned about, ‘Man, I need to take a pay cut this week,'” Durant explained. “After a while, I just thought, I’m so much more relaxed when I’m not giving af###.”
This mentality is why the CeraVe partnership is successful. Rather than fighting the narrative, Durant fully embraced it.
Video shows him calmly reading cruel tweets about his skin while quickly firing back.
He praised the creativity behind the bake before revealing that the entire segment was actually an ad.
CeraVe responded to Durant’s post, “Leave this guy and his leg alone, we really got him covered.”
The brand is already the official skin care partner of the NBA, so this partnership was a natural fit.
The timing couldn’t be better for Durant. He averaged strong numbers with the Rockets while maintaining a reputation as one of the league’s most authentic figures.
He dealt with critics, made fun of himself and never shied away from controversy.
