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Thorne Partners with NBA All-Star Cade Cunningham

The campaign will highlight Thorne's NSF Certified for Sport Products, including Advanced Pre-Workout and Daily Electrolytes.

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By: Mike Montemarano

Associate Editor, Nutraceuticals World

Photo: Thorne

Thorne has announced a nationwide campaign in partnership with NBA All-Star and Detroit Pistons point guard Cade Cunningham.

The campaign “follows Cunningham’s relentless pursuit of excellence, highlighting the routines, preparation, and recovery that make elite performance possible,” Thorne stated. “Known for his disciplined approach both on and off the court, Cunningham embodies the same curiosity, precision, and commitment to continuous improvement that define Thorne, showcasing how science-backed nutrition supports the work that happens long before game time.”

“As a professional athlete, I approach everything with intention, from how I train and recover to how I fuel my body,” said Cunningham. “Success isn’t about finding shortcuts. It’s about building habits you can rely on and staying committed to that process every day. Thorne approaches performance the same way I do and helps support the work that goes into showing up at my best.”

The campaign will feature NSF Certified for Sport Products, including Thorne’s Advanced Pre-Workout and Daily Electrolytes.

“Athletes today have more choices than ever, but more options don’t always mean more confidence,” said Mary Beech, chief growth officer at Thorne. “At Thorne, we believe performance starts with trust – trust in science, trust in the ingredients, and trust that what you’re putting in your body will help support your goals. Cade embodies that same commitment to discipline, consistency, and continuous improvement, making him the ideal partner to bring this campaign to life.”

The campaign, created by the studio P3, and directed by Grammy Award-winning director Jack Begert, will run until Nov. 1, and will include a variety of video and still assets across digital out-of-home, connected TV, display, paid search, YouTube, social media, and influencer marketing.

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