CeraVe is joining forces with the National Basketball Association.

The popular skin care brand has signed on as the official skin care and hair care partner of the NBA in a social-first partnership that will see CeraVe tap basketball players and personalities for online content, and activate at events like the Emirates NBA Cup and within the “NBA 2K” video game series.

“Becoming the NBA’s official skin care and hair care partner allows us to tap further into the league’s multigenerational and passionate fanbase, particularly among younger demographics, men and diverse communities that are key growth targets for us,” said Esther Garcia, general manager of CeraVe U.S.

The multiyear partnership comes after CeraVe tapped Dallas Mavericks star Anthony Davis in February to feature in its “Head of CeraVe” campaign promoting its Anti-Dandruff offerings alongside Paige Bueckers and Charli D’Amelio.

To bring the NBA partnership to life, CeraVe is going big on tapping into online basketball culture, for instance teaming with the parody Twitter account @NBACentel for the popular account’s first brand partnership. The league’s players will also appear alongside dermatologists in CeraVe’s signature “edutaining” content across social media.

“CeraVe shares our vision for reaching fans in innovative ways, making them a natural fit to partner with us,” said Paolo Pastore, vice president of global business development at the NBA. “We look forward to working with them to tell stories across our platforms and at major league events, reaching digital-first audiences and bringing the NBA experience closer to fans wherever they are.”