In March, La Roche-Posay was the official sunscreen partner of the Miami Open, and their purpose to other than protect guests from the sun, was to enhance the experience at the 2025 Miami Open, with a series of engaging activations. La Roche-Posay served as the official sunscreen of the event, distributing nearly 300,000 sunscreen samples, offering a virtual tennis game, providing free skin checks with local dermatologists, and hosting player meet-and-greets and suite hospitality for influencers and clients. The brand’s eye-catching "Club La Roche-Posay" booths stood out, contributing to positive fan sentiment as reflected in the initial survey results.