For years, Kevin Durant has been the target of “ashy” jokes all across the internet. Screenshots. Memes. Crowd chants. It became part of his public persona whether he addressed it or not.<\/p>\n\n\n\n
Now he\u2019s making it part of the narrative.<\/p>\n\n\n\n
When CeraVe expanded its presence in the NBA<\/a> and partnered with Durant, the alignment didn\u2019t feel accidental. Instead of distancing himself from a long-running joke, he incorporated it into the campaign. What once felt like internet commentary became brand currency.<\/p>\n\n\n\n That shift is what makes the partnership work.<\/p>\n\n\n\n The momentum continued after Super Bowl weekend.<\/p>\n\n\n\n The day after the game, Kevin Durant <\/a>publicly expressed interest in turning the collaboration into a Super Bowl commercial next year, specifically referencing his legs. It wasn\u2019t a formal announcement. It was a signal. The Super Bowl is the largest advertising stage in American sports, and mentioning it immediately elevates the ceiling of any partnership connected to it.<\/p>\n\n\n\n Can we get my legs a big game ad next year @cerave<\/a> ? #AD<\/a> pic.twitter.com\/M2xxMW0dmd<\/a><\/p>— Kevin Durant (@KDTrey5) February 8, 2026<\/a><\/blockquote>