Legacy skincare brand Aquaphor has teamed up with one of the hottest teams in college basketball team to slam-dunk winter dryness, according to the company.

Earlier this month, the Beiersdorf-owned brand, a Happi International Top 30 Company, embarked on a three-year partnership with University of Connecticut (UConn) Women and Men’s Basketball – two “icons of high performance,” per brand officials.

“As part of Beiersdorf’s global family of trusted skincare brands, Aquaphor is dedicated to superior care, and we saw a natural reflection of that commitment in UConn’s legendary program,” said Sebastian Parisi, vice president, marketing, US Derma, Beidersdorf North America. “By teaming up with one of the most respected programs in college basketball, Aquaphor enters a space that reflects Gen Z’s drive, balance and authenticity.”

The partnership marks the brand’s first major, multi-year collegiate partnership, which aims to introduce Gens Z and Alpha to the legacy brand that offers a range of reparative body care solutions.

No better time than in the coldest time of the year and during the most exciting in sports.

“The timing of both our ‘key seasons’ are perfectly aligned,” said Parisi. “Basketball season peaks exactly when skin is most vulnerable to the harsh combination of winter weather and dry indoor arena air. Since athletes and fans are already seeking heavy-duty hydration during these months, this partnership naturally highlights Aquaphor as the ultimate winter essential.”

Other brand offerings include Healing Balm Stick and Advanced Therapy Repairing Foot and Hand Masks. Enriched with avocado oil and shea butter, the stick is ideal for chapped, chafed skin, providing immediate relief, while the masks provide intensive hydration for dry, cracked hands and the soles of feet, brand officials said.

New to the Aquaphor lineup is Lip Repair Stick Naturally Inspired with Aloe Vera and Coconut Oil. They are made with 99% naturally derived ingredients . The products tap into the “emotional support” trend on social media, along with slugging, a skincare technique involving applying a thick layer of occlusive ointment as the final step in a nighttime routine to lock in moisture.

Winning Combination

At a lively Feb. 1 women’s basketball game at the PeoplesBank Arena in Stamford, CT, Aquaphor was introduced to 16,000 spectators who came to watch the Lady Huskies crush the University of Tennessee Lady Volunteers in a 96-66 victory. The brand made and distributed 10,000 T-shirts bearing the brand logo with the Huskie mascot.

The UConn women’s basketball team currently has a 28-0 overall record and is 17-0 record in the Big East conference. The Huskies are currently ranked No. 1 in the country.

Aquaphor has facilities in Stamford, CT, but officials say the partnership goes beyond immediate vicinity.
“While the proximity of our North American headquarters in Stamford is a local bonus, the true synergy lies in our shared dedication to elite excellence and superior care,” said Parisi. “This collaboration allows us to engage Gen Z and the broader college community exactly where they live – where sports, skincare and authentic self-care all meet. We view Aquaphor as the team’s ‘sixth man,’ helping athletes stay focused, protected and game-ready through every stage of recovery and skin protection.”

Brands across the personal care space have been tapping into collegiate sports since changes were made to Name Image and Likeness rules.

At the Feb. 1 game, fans were introduced to Aquaphor’s mascot, Tubby, named for the brand’s “OG” Advanced Therapy Healing Ointment. The mascot’s tub-shaped body is nostalgic for generations preceding, as it served as a medicine cabinet staple dating back to the brand’s initial trademark in 1924.

“The energy is already incredible,” said Parisi. “Gen Z and Alpha are looking for brands that feel authentic to their lifestyle, and this partnership meets them at the intersection of sports, wellness and self-care. By leaning into the NIL landscape with player-led storytelling, we’re moving beyond the medicine cabinet and into the daily lifestyle space. We want to be the brand that supports the entire UConn community – from athletes on the court to students in the classroom. Whether it’s hitting a buzzer-beater or navigating a late-night study session, Aquaphor is there to support their efforts in everything they do.”

Watch a reel from the Feb. 1 basketball game here.