Health and wellness supplement brand Thorne has launched a new Sports Performance campaign, spotlighting its first on-the-go electrolytes product—Daily Electrolytes—with the help of pro tennis player Ben Shelton, who has partnered with the brand.
L Catterton acquired the supplement company for $680 million in the fall of 2023.
“As an athlete, personal performance is always my top priority, and I need to be at my peak, whether I’m on the road or training,” Shelton said. “I’m extremely focused on optimizing every part of my performance and I’ve been a long-time user and fan of Thorne, trusting their products as I prepare, perform and recover at the highest level.”
Thorne’s new NSF-certified for sport line-up includes Daily Electrolytes stick packs in Watermelon, Blood Orange and Mango Limeade, creatine and magnesium bisglycinate stick packs, amino complex sachets in Berry and Lemon and whey protein isolate sachets in chocolate and vanilla.
“Our new line of sports performance products offers consumers what they have been demanding when it comes to on-the-go performance – convenient, science-backed, clinically tested products that are easy to take with them, whether off to the gym or traveling,” Thorne chief growth officer Mary Beech said. “The campaign makes it clear that Thorne is a key enabler and product authority in helping athletes at every level, as we never stop pursuing improvement. The campaign is part of Thorne’s broader “Thorne For” platform, which was created to showcase that no matter who you are or what you’re striving for, Thorne has the solutions to help you live optimally.”
The campaign—developed by creative studio Frosty and Grammy Award-winning director Jack Begert—features a set of videos and still assets scheduled to run nationwide through June 8.
In an interview last month with Athletech News, Thorne CEO Colin Watts shared that the company has deemed 2025 a year of innovation.
“One of the big areas we’re working on right now is personalization,” Watts said. “I think we’re on the cusp of some breakthroughs in personalization, both at Thorne and as an industry.”
