On April 16, 2025, health and wellness supplement brand Thorne launched an innovative Sports Performance campaign, featuring a partnership with rising tennis star Ben Shelton. This campaign highlights Thorne's first on-the-go electrolytes product, Daily Electrolytes, designed to cater to athletes and active individuals alike. The collaboration comes on the heels of Thorne's acquisition by L Catterton for a staggering $680 million in the fall of 2023, marking a significant shift in the brand's trajectory.
Ben Shelton, who serves as a prominent ambassador for the brand, expressed his enthusiasm for the campaign, stating, "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. 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." His involvement lends authenticity to the campaign, as he has been using Thorne products since turning professional.
Thorne’s new product lineup is NSF-certified for sport and includes Daily Electrolytes available in stick packs with flavors like Watermelon, Blood Orange, and Mango Limeade. Additionally, the lineup features creatine and magnesium bisglycinate stick packs, amino complex sachets in Berry and Lemon, and whey protein isolate sachets in chocolate and vanilla. This diverse range aims to meet the demands of athletes seeking convenient, science-backed, and clinically tested products that are easy to transport.
Mary Beech, Thorne’s chief growth officer, emphasized the importance of the new product offerings, stating, "Our new line of sports performance products offers consumers what they have been demanding when it comes to on-the-go performance. 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 aims to showcase that the brand has solutions for everyone striving for optimal living.
The campaign, developed by creative studio Frosty and directed by Grammy Award-winning director Jack Begert, features a series of videos and still assets that will run nationwide through June 8, 2025. Shelton's energetic performance is captured in a sleek, documentary-style hero film that showcases his powerful serve—reportedly reaching speeds of up to 150 mph—while highlighting how Daily Electrolytes enhance his performance. The film also presents a more reflective side of Shelton, as he takes a moment to enjoy the scenery while sipping on his recovery electrolytes.
In an interview with Campaign, Shelton expressed his excitement for the collaboration, saying, "I’m pretty pumped about the campaign, the product, and the brand. Just really excited to be a part of it. It’s a product I use. It’s one of those products that’s like an everyday performance enhancer that works whether you’re an athlete like me at the high level, or you’re somebody just going throughout their day or exercising recreationally. It helps." Shelton also emphasized the importance of trust in the supplements he uses, stating, "I’m careful with what supplements I take. For me, I feel safe with Thorne. The way it tests its products and how clean they are. When I’m putting something from Thorne in my body, I know that I’m not going to have any issues with that."
Jack Begert, the director of the campaign, highlighted the natural synergy between Shelton and Thorne, noting, "What drew me to this project was the chance to do something that felt honest. Thorne has a clear sense of who they are, and Ben brought a grounded energy that was easy to build something real around. It all came together very naturally, which is rare. I’m glad I got to be a part of it." The campaign aims to resonate with both elite athletes and everyday individuals, focusing on the three key aspects of performance: preparation, performance, and recovery.
The Thorne For campaign will be visible across various platforms, including digital out-of-home advertising, CTV, display, paid search, YouTube, and social media, running from April 14 through June 8 in 11 major markets, including New York, Los Angeles, Atlanta, Chicago, and Miami. The brand plans to activate influencer and experiential marketing efforts, with its first public activation scheduled for May 2025.
Thorne has a long history, having been established in 1984, but it is relatively new to the direct-to-consumer market. Beech sees this campaign as an opportunity to make the brand more accessible to consumers. "We’re so excited about these new travel categories, so that people can fit it more easily into their lives. We’re more likely to use these things when it works for us, time-wise," she noted.
In addition to Daily Electrolytes, Thorne's travel-ready offerings include its top-selling Creatine and Magnesium Bisglycinate products. Beech remarked, "We have three great flavors, and for us, it was really this moment to showcase a new chapter for Thorne, spotlighting us coming into a strong position with sports performance, innovation, and reinforcing how we really support athletes at every stage, through that preparation, performance, and recovery."
As Thorne continues to innovate and expand its product offerings, the collaboration with Shelton underscores the brand's commitment to quality and performance. With a focus on both physical and personal benefits, Thorne aims to empower athletes and consumers alike to achieve their best, whether in competitive sports or daily activities.
