Sun Bum Slips SPF Into Your Morning Routine With Daily Drills

Sun protection is often treated as a beach-day essential, even as dermatologists recommend using it as part of everyday skin care.

Sun Bum is addressing this gap with Daily Drills.

The collaboration pairs the Daily Line with a limited-edition apparel collection.

Sun Bum is also hosting a run club session with Reneé Noe at its Encinitas headquarters.

The campaign includes bundles that sell the clothing and SPF products in the same cart.

The partnership strategy gives Sun Bum a way to associate sun protection with getting dressed, exercising, and going about the day.

The larger idea is to make daily SPF feel like a routine people can recognize and repeat.

As the American Academy of Dermatology puts it, "The best type of sunscreen is the one you will use again and again."

A 10% Discount for the Whole Bundle

Sun Bum extends its everyday SPF positioning through products people can wear, use, and associate with regular routines.

The limited-edition Daily Drills Lounge Set includes an oversized French terry crewneck priced at $125 and Super Shorts at $96.

The Daily Gel Vintage Tee is available exclusively through the Sun Bum Concept Shop for $55.

Consumers can purchase the $231 bundle, which includes the apparel and Sun Bum Daily products, at a 10% discount.

The Daily Line includes Daily Body Lotion SPF 50, Daily Gel SPF 50, and Daily Face Glow SPF 30.

The formulas cover moisture, SPF protection, and easy application.

The co-brand gives the products a visible role in everyday routines, with clothing acting as an entry point to the category.

The 44% of Americans Who Skip Regular SPF

Sun protection remains a routine many consumers understand but do not consistently practice.

This gap gives brands room to make everyday use easier and more relevant.

The American Academy of Dermatology found that 56% of U.S. adults regularly use sunscreen, while only 20% do so on cloudy days.

The split shows how strongly usage still depends on perceived sun exposure.

Sunscreen usage peaks during the summer among regular SPF users, according to a ScienceDirect survey.

Sunny weather prompts 99% usage of beach and recreational SPF products, but drops to around 50% on partly cloudy and 30% on cloudy days.

The data suggests that daily SPF remains a behavior problem as much as a product-awareness problem.

• Sun protection needs stronger daily cues. Brands should connect SPF with routine behaviors to reduce reliance on weather and vacation occasions.
• Convenience can support consistency. Brands should prioritize lightweight formulas, simple formats, and multifunctional products to promote daily use.
• Lifestyle context can reinforce category habits. Marketers should place sun care alongside relatable activities to make daily protection feel more relevant.

The awareness opportunity for sun care brands is to make daily application convenient by linking SPF with behaviors that consumers already repeat.

Our Take: Can Run Clubs Make SPF More Relevant?

Run clubs have become the default community play for brands that want proof of physical presence, and sun care arrived late to the format.

We think that Sun Bum picked the right vehicle, though the Encinitas activation does less work here than the apparel does.

Bringing Noe's viral run club to the Sun Bum HQ in Encinitas connects the brand to movement and community.

It also gives the Daily Line a practical use case, as runners already apply SPF before they head out the door.

On top of that, the lounge set reaches everyone who sees it on a feed, and it attaches Sun Bum to the act of getting dressed.

The community element needs to feel really credible, though, particularly if Sun Bum wants the association to influence everyday behavior.

Burger King Belgium offers a different take on the same question around sun protection, taking aim at the TikTok "tanmaxxing" trend.

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