Ciara Fronts Thorne’s Latest Campaign For Its Creatine Supplement

Ciara is all in on creatine. 

The star, who recently released her eighth album “CiCi,” is fronting supplement brand Thorne’s latest campaign highlighting creatine, an amino acid that supports muscle and cognitive function. 

“Originally, when I heard about creatine, I thought it was made for body builders, more so in the athletic space,” Ciara said on a Zoom call, adding that she has been a longtime fan of Thorne products. “When I got to learn about the amazing benefits of using creatine, I was like, ‘Sign me up.’ The energy shift [with creatine] has been great because, to be honest, I was struggling at one point with feeling tired. Naturally, when you’re on the go, promoting my album, and then for me, I go from the stage to the classroom, and then I’m going to be there for Russell [Wilson, her husband], my world never stops.” 

Thorne chief growth officer Mary Beech added in a statement: “Creatine isn’t new by any means, but it does offer so much more than the main buzzwords we so often hear when it comes to the product. The campaign taps further into Thorne’s broader Thorne For platform and shines light on the fact that creatine is for everyone with a broad range of science-backed benefits across performance, endurance and cognitive focus.”

Thorne currently offers its creatine in an unflavored format, starting at $35, and will soon launch flavored versions in strawberry and pineapple orange, which are all NSF Certified for Sport. The new campaign video highlights Ciara using the product in her busy life, specifically via a dance rehearsal in-studio. The campaign, which was directed by Grammy Award-winner Jack Begert, will run through November via video and image assets across television, social media, out-of-home and more.

“It was organic, which was cool, because it was me with a lot of my dancers that always danced with me. My creative director, who’s been in my career since I was 14 years old, Jamaica Craft, was on set with me. I love when I get to have shoots like that, where it feels very family oriented,” Ciara said of the campaign shoot. “It honestly felt like we were shooting a massive movie scene, the way that it was going, walking into the stage, the massive crane shots. Dancing to my song, ‘Dance With Me’ featuring Tyga, that was fun too, because at that time, I hadn’t quite released it to the world. It was fun energy knowing what’s to come.”

Ciara, who was sipping on Thorne’s creatine during the interview, said her favorite way to take the product is mixing it in with juice. Her mix of the moment uses apple juice.

Creatine, once known as a body building supplement, is now getting a refresh, particularly when it comes to women’s health, as it supports mental and muscle function over time.

“Creatine is more than just for muscles. It’s not just for athletes,” said Ciara, who is focused on performance and endurance given her busy career. “My eyes were wide open when I understood that it’s beyond muscle building, because that was the way that we all heard of creatine.…For us as women, you do want to keep leveling up. You do want to keep evolving.”

She continued: “I would encourage my ladies to not be afraid. No, you’re not going to bulk up and start turning into a muscle head. You will feel better. You’ll feel more energy. The cognitive function side is important too, because heaven knows, I have mommy brain just by nature [with] my life, and so I need that kind of support. It’s great to have something that actually works and that is safe.”

Aside from creatine, Ciara highlighted Thorne’s vitamin D and multivitamins as essentials, particularly when she is on-the-go. In addition to her supplement routine, the star said she is always seeking small moments of peace, whether it be a quick prayer, laughing with friends, time for a bubble bath or a few minutes of silence in a car ride.

“Life is always going so fast,” she said. “It’s the simplest things that make me feel good.”