- NBA veteran James Johnson has been named a Global Brand Ambassador for My Block Skin, a sun care brand focused on inclusion and SPF representation for melanin-rich communities.
- The partnership is rooted in dismantling the long-standing misconception that darker skin tones don't need sunscreen protection.
- Johnson, 39, spent 16 seasons in the NBA, drafted 16th overall in 2009 by the Chicago Bulls, and brings significant cultural credibility and authenticity to the brand's mission.
- My Block Skin has a major brand moment planned for June 9th, with Johnson's ambassadorship expected to amplify the brand's reach heading into that announcement.
My Block Skin, the sun care brand on a mission to redefine who is seen and protected in the SPF category, has named NBA veteran James Johnson as a Global Brand Ambassador.
Johnson spent 16 years in the NBA, moving through 10 franchises after being drafted 16th overall by the Chicago Bulls in 2009.
Known for his physical versatility, second-degree black belt in karate, and a reputation for being highly selective with brand affiliations, this marks Johnson’s first major public endorsement deal.
This move follows the playbook of other athlete-driven wellness deals making waves in 2026, similar to how LiAngelo Ball was tapped as brand ambassador for TWIX and how Shaquille O’Neal partnered with TMRW Sports as investor and global ambassador.
My Block Skin is no stranger to high-profile sports partnerships. The brand previously served as the official sunscreen partner of the NFL in the UK and Ireland, including sponsorship of the NFL London Games.
Takeaways
This deal is a smart play on multiple levels. Johnson’s “Bloodsport” identity (battle-tested, disciplined, culturally authentic) maps perfectly onto a brand challenging decades of neglect in sun care marketing for communities of color.
This is also a signal that wellness brands are increasingly turning to respected veterans over flashy stars to build trust with targeted demographics.
Does My Block Skin’s NFL partnership history suggest the brand is strategically using sports as its primary growth lane, and is that the right long-term move? How does Johnson’s martial arts and MMA background add a dimension of discipline and toughness to a wellness brand that other NBA ambassadors might not bring?
