Dendreon ups its Provenge marketing game with help from NBA all-star Grant Hill

It’s been more than a decade since Dendreon’s prostate cancer immunotherapy, Provenge, won FDA approval. Now, after a lackluster launch, a bankruptcy and multiple ownership changes, the biopharma is upping its marketing game—enlisting an NBA all-star as its first-ever celebrity spokesman.

Retired Detroit Pistons and Duke University basketball great Grant Hill, now part owner of the Atlanta Hawks, is the face of Dendreon’s new “Start Strong” awareness campaign for prostate cancer.