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

Niagen Bioscience, Inc. (NASDAQ: NAGE), the global authority on NAD+ (nicotinamide adenine dinucleotide) with a focus on the science of healthy aging, today announced the launch of “Don’t Get Old. Age Better.®,” a new brand campaign for its Niagen® (patented nicotinamide riboside, or NR) brand and sub-brands Tru Niagen® and Niagen Plus™, featuring 11-time world champion surfer Kelly Slater and more than 20 partners, across sports, entertainment, and medicine. The campaign is grounded in more than 25 years of Niagen Bioscience’s scientific and quality leadership in the NAD+ precursor space, including over 45 peer-reviewed published clinical studies on Niagen.

“People aren’t afraid of getting older. They’re afraid of the version of older they’ve been shown,” said Michiko Kelley, Chief Marketing Officer (CMO) 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.”

Through its Niagen Research Program, independent investigators from world-renowned institutions request Niagen for preclinical and clinical research because it is the most efficient, effective, and high-quality NAD+ booster available. Backed by a Nobel Prize-winning biochemist, the program has generated over 300 global research collaborations, including more than 45 peer-reviewed clinical studies on Niagen. Over 75% of all published NR clinical studies on ClinicalTrials.gov feature Niagen, further underscoring the program’s influence. The Company also holds robust intellectual property (IP) on NR and other NAD+ precursors, including 70 proprietary patents on NR alone.

“Don’t Get Old. Age Better.” separates two ideas that are often treated as one. Getting old is a story told for people, a set of expectations about later life they are conditioned to accept, while aging better means taking the power back to write their own. Campaign headlines state this distinction plainly, such as “Old plays it safe. Age just plays.” and “Old counts the years. Age ignores them.” Each headline is paired with proof, reflecting a shift in how consumers choose preventative products like supplements: clinical research is now the leading purchase criterion, and after years of overstated health claims, consumers expect evidence they can verify.

Kelly Slater’s legendary career reflects a principle shared by the most accomplished people in any field: lasting success depends on a willingness to fail. Every wipeout has been followed by another paddle back out, and each one has added to the experience that made him a champion. Slater won his first world title at age 20 and his eleventh at 39, making him both the youngest and oldest men’s world champion in professional surfing history. At 54, he still competes, learning and challenging himself at the highest level. His career is proof that the greatest wins are always still ahead.

“Getting old is a state of mind. Aging is something you can take control of, and that means being proactive about it,” said Slater. “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.”

Slater noted that the scientific and quality standards of Niagen products were central to his decision in partnering with the Company. “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.”

Kelly Slater may be the most visible face of the campaign, but he is not the only one. More than 20 athletes, creators and credentialed health practitioners will share their own experience with Niagen as the campaign rolls out, reaching a combined audience of over 50 million. They include Tia Mowry, Whitney Cummings, Tara Lipinski, Jennifer Cohen, and Ting Ma, alongside physicians and clinicians such as Tiffany J. Libby, MD, MPH, Assistant Professor of Dermatology at Brown University school of medicine, Jonathan Schoeff, MD, FACS, Founder/Medical Director, The Longevity Lab, and Sogol Ash, NMD, MS, Naturopathic Doctor and Longevity Expert. Each one takes Niagen and speaks from their own routine, which is the only kind of partnership the Company enters.

Aging better is a choice, and Niagen gives people more than one way to make it. Niagen powers Tru Niagen, the number one NAD+ boosting oral supplement in the United States, and Niagen Plus, featuring pharmaceutical-grade intravenous (IV) and injectable Niagen products available at clinics with a prescription. No matter the format, the ingredient is the same.

NAD+ supports cellular energy, mitochondrial function, and DNA repair, and NAD+ levels decline with age. Unlike another common precursor, NMN, which is too large to cross into cells and must be converted to NR outside the cell first, NR enters cells directly. The Niagen pathway is highly efficient during periods of cellular demand, when the body needs NAD+ most. Clinical studies show that a consistent daily routine of 300 mg of Tru Niagen sustains a 50% increase in NAD+ levels. At a higher dose, a consistent daily routine of Tru Niagen Pro 1000 mg sustains a 150% increase. Niagen supports NAD+ levels, cellular health, and resilience as we age.

Quality receives the same rigor as research. Tru Niagen products undergo up to 19 internal and third-party analytical quality and potency tests and are NSF Certified for Sport and Tested by SuppCo. Independent testing and programs such as SuppCo verify label accuracy and purity, and Certificates of Analysis make every product fully traceable.

The campaign launches today across television, YouTube, and social media, with additional content launching across Niagen’s website, email, and social channels. Content will also roll out in select international markets.

Visit www.agebetter.com to view the campaign.