Jokes on You: Kevin Durant Turns ‘Ashy Legs’ Jokes Into a Check as the New Face of CeraVe

It is no secret that NBA legend and DMV native Kevin Durant has picked up an unexpected off-the-court reputation over the years, and it has nothing to do with his jump shot. For as long as social media can remember, the Houston Rockets power forward has been the butt of endless jokes about having “ashy” legs. From viral photos to meme culture doing what it does best, Durant’s dry skin became a running punchline across the internet.

But instead of ignoring the jokes or brushing them off, Durant did what he has always done best. He turned criticism into opportunity. Now, the laughs are on everyone else as the future Hall of Famer is cashing in with a new brand partnership that flips the narrative completely.

In a new campaign with skincare brand CeraVe, Durant is officially being crowned “the new face of legs.” The collaboration leans directly into the internet jokes that followed him for years, transforming them into a moment of self-aware humor and smart branding. Rather than pretending the jokes never existed, the campaign embraces them head-on.

In the latest ad, the camera slowly pans up Durant’s now noticeably moisturized, glowing legs before cutting to the NBA star casually spinning a container of CeraVe on his finger like a basketball. The visual is simple, playful, and impossible to miss. It is clear that both Durant and the brand understand the assignment.

The campaign is resonating because it feels authentic. Durant has long been known for engaging with fans online, even when the commentary is not always flattering. By partnering with CeraVe, he shows that he is in on the joke and comfortable enough to laugh at himself, a move that only adds to his relatability.

For CeraVe, the partnership is equally strategic. By aligning with one of the most recognizable athletes in the world and tapping into a long-running internet joke, the brand manages to feel current, culturally aware, and humorous without trying too hard. It is a reminder that skincare is not just about beauty but about confidence, comfort, and showing up moisturized.

At the end of the day, Kevin Durant has proven that even the most persistent jokes can be rebranded into a win. What once made him the internet’s favorite punchline has now made him the face of well-hydrated legs and a lucrative new deal. And that might be the smoothest move of his career yet.