Supplement brand Thorne’s new global marketing campaign, “Build to Last,” features Dwyane Wade and son Zaire Wade

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Health, wellness, and supplements brand Thorne HealthTech has kicked off a new marketing campaign called Build to Last, featuring three-time NBA Champion Dwyane Wade and his son, professional basketball player Zaire Wade. The campaign’s message reinforces Thorne’s “no shortcuts” approach to lifelong wellness, the brand says.

“Thorne’s Build to Last campaign spotlights its commitment to developing innovative, premium, high-quality products rooted in personalization at every age and life stage,” the company’s press release states. It adds: “The Wades have partnered with Thorne to share their personal paths to reaching their highest potential throughout their basketball careers and beyond, supported by Thorne’s suite of high-quality, premium nutritional supplement products in pursuit of excellence at every age and life stage.”

Zaire Wade also shared in a statement that he trusts Thorne’s supplement products because they are NSF-certified and offer ingredient transparency, which he said “are important to me as an athlete…”

The campaign includes video and still assets that will be shared across digital out-of-home (OOH), connected TV, display, paid search, YouTube, social media, and influencer marketing outlets.

“Build to Last is an evocative, story-driven campaign that’s grounded in trust and warmth, inspiring and empowering consumers on their health and wellness journeys,” added Michelle Crow, Thorne’s chief marketing officer, in the press release. “We’re constantly bettering ourselves and our products, as our vision and standards continue to defy expectations of what good health means. Partnering with Dwyane and Zaire has been incredibly authentic and organic as we are all relentless in our pursuit of quality and holding ourselves to unbeatable standards.”

CORRECTION: This story was corrected on August 9, 2023, at 8:15 AM PST to accurately reflect the campaign's name "Build to Last." Nutritional Outlook regrets the error.