Niagen Bioscience Puts 25 Years of NAD+ Science Behind "Don't Get Old. Age Better.®” a New Campaign for its Niagen® Brand Featuring Legendary Surfer Kelly Slater
Business Wire•01/10/2026•08:32 ET
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Key Highlights
- ➤Niagen Bioscience (NAGE) launches “Don’t Get Old. Age Better.” campaign featuring Kelly Slater
- ➤Campaign includes more than 20 partners across sports, entertainment, and medicine
- ➤Niagen has over 45 peer-reviewed published clinical studies supporting its flagship ingredient
- ➤Niagen Bioscience (NAGE) reports over 300 global research collaborations and 70 proprietary NR patents
- ➤Campaign launches across television, YouTube, and social media, with international rollout planned
Expert Statements
Michiko Kelley, Chief Marketing Officer of Niagen Bioscience
“People aren't afraid of getting older. They're afraid of the version of older they've been shown”
Michiko Kelley, Chief Marketing Officer of Niagen Bioscience
“'Don't Get Old. Age Better.' hands that script back. Kelly Slater is living proof that another version is available, and so is every partner in this campaign. Niagen is how we back that up: our mission is to help people live vibrant, active lives for as long as possible, and we are uncovering the potential of NAD+ with precision science to show there is a better way to age.”
Kelly Slater, 11-time world champion surfer
“Getting old is a state of mind. Aging is something you can take control of, and that means being proactive about it.”
Kelly Slater, 11-time world champion surfer
“I recently surfed the Outerknown Tahiti Pro, my first contest in about a year and a half after undergoing hip surgery, and the surf was big and intense. Going in, I was concerned about my resilience. I was completely fine. My vitality and performance over the past few months have genuinely surprised me. I take Niagen products every day because they are the best in the NAD+ space for supporting cellular energy and DNA repair, and as a father of three kids, healthy aging is a priority for me. I truly believe that at 60, I will be better than I was at 50.”
Kelly Slater, 11-time world champion surfer
“We are exposed to so much information today, especially on social media, that it is hard to know what is true. Personal experience matters, but you also need top-tier science and quality. Niagen Bioscience has spent decades pioneering research and creating innovative products backed by quality standards I trust as an athlete.”
Niagen Bioscience Puts 25 Years of NAD+ Science Behind "Don't Get Old. Age Better.(®)” a New Campaign for its Niagen® Brand Featuring Legendary Surfer Kelly Slater
The campaign pairs a new perspective on aging with the Company’s 25+ years of quality and scientific leadership, including over 45 peer-reviewed published clinical studies on its flagship precursor ingredient Niagen(®) (patented nicotinamide riboside)
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