The NBA's 80th season kicks off next week, and for the first time in more than 20 years, there will be no king.
LeBron James, the league's oldest player, is out until at least mid-November with sciatica on his right side. This is terrible news for the Lakers. Since King James brought his talents to Los Angeles in 2018, the team has won 60% of the games he played in and only 42% of the games he didn't. As for what the absence of a superstar means for a league starting without him for the first time since 2002, it's another reminder that no matter how big a superstar is, Father Time is unstoppable.
One day, 40-year-old James will retire and the league will have a new face.
And, apparently, great skin.
That's because this month CeraVe, one of the world's leading skincare brands, and the NBA announced a multi-year partnership. So if you think the star players are shining brighter this season than ever before, that might be why.
In addition to using players and social media influencers to promote healthy skin care practices on social media and at league events, CeraVe products will be found in locker rooms. The partnership doesn't help James and company shake off criticism that the league has become softer over the years, but it does ensure that no player will ever have to play with ashy elbows again.
More important to the league's longevity, it expands the NBA's global appeal through lifestyle branding.
In 2023, men worldwide spent approximately $14 billion on skin care products. This number is expected to almost double by 2030. Since men are expected to be more hydrated anyway, the NBA—the league with the skimpiest uniforms of any major sports league in America—needs to get in on the skin game.
“At CeraVe, we are thrilled to join forces with the NBA because, like them, we believe in enhancing productivity and well-being,” Esther Garcia, general manager of CeraVe US, said in a press release, adding that the partnership “is an exciting opportunity to reach a truly unprecedented audience—one that is passionate, engaged, incredibly diverse, and truly values performance.” especially when it comes to the skin barrier, from head to toe.”
The skin is the largest organ in our body, so it should be natural to want to take care of it, but apparently it isn't, especially for men. Using NBA players is a good way to bring attention to some healthier habits. In fact, former Laker Anthony Davis has been a spokesperson for the company for years, and former Laker Danny Green stars in social media posts promoting the partnership.
If that sounds ambitious, just remember that Haynes used Michael Jordan's catchy tune and popularity to convince American men to buy the brand's underwear. So yes, I'd say it would be reasonable for CeraVe to believe that an entire league of well-groomed men could give the company an edge in the skincare competition.
It's a very global market: South Asia represents 52% of the sector, and the NBA has spent over 30 years developing the sport in this part of the world. So even if most gym rats in America don't care whether their ankles look like baked clay, there are plenty of other markets in which this partnership could make sense.
However, my favorite part of this story has something to do with what Garcia said about the power of diversity.
CeraVe started back in 2005, the same year James made his first All-Star appearance, and was acquired by L'Oreal in 2017. However, while James' popularity predates the NBA, the skin-care company didn't gain significant traction until Hiram Yarbrough, an aspiring makeup artist, began sharing product reviews on TikTok during the pandemic.
His posts weren't just funny, they were informative, explaining why the ingredients in the products were effective in treating dry or acne-prone skin. So while Facebook and TV commercials focused on promoting anti-wrinkle and dark spot removal products, his social media posts spoke the language of Gen Z when it came to skin care.
Today, CeraVe is worth more than $1 billion, and we won't have to see knees like tree bark, in large part because Yarbrough—a gay man who grew up a Mormon rancher in Arizona—has said the company's products are great. Talk about the benefits of diversity, equity and inclusion.
YouTube: @LZGrandersonShow
