KURK Biosciences has partnered with Australian sporting legends Layne Beachley AO and Wayne Pearce OAM for its new ‘Keep doing what you love’ campaign, with both joining the brand as investors.
Beachley, a seven-time world surfing champion, and Pearce, an NRL Hall of Fame member and former New South Wales and Australian captain, feature in the campaign, which is focused on maintaining health and fitness to continue pursuing the activities people enjoy as they age.
For Beachley, who is 54 and continues to surf most days, the partnership has followed years of using products to manage inflammation and pain associated with her professional sporting career.
“I said yes to KURK because I’ve been taking a variety of curcumin products over the last few years to help manage inflammation and pain as a result of being a professional athlete. I love the products, and I love the ethos: plants over medicine. I only believe in products that work for me, and these worked. That’s why I signed on,” she said.
Beachley added that the physical demands of elite sport had also shaped her approach to health and wellbeing.
“For anyone that’s ever dedicated themselves to becoming the best at what they do there’s a lot that goes into the preparation for that performance,” she said. “And the result of that, or sometimes the cost of that, can be quite significant, especially on my body.”
Pearce, who played for Balmain from 1980 to 1990, has spent decades prioritising nutrition, training and mindset.
“I’ve had many approaches over the years to endorse products, but very few pass muster for me,” said Wayne. “A lot of them aren’t science-backed. What attracted me to KURK is that there’s real science behind it,” he said.
Pearce acknowledged that preparation remained central to his approach to maintaining strength as he gets older.
“A big part of staying strong as we get older is your motivation. You’ve got to find a reason and a purpose to want to do the exercise and the preparation — the preparation for life, really. That’s how I see it.”
The campaign has arrived as KURK expands its plant-based nutritional solutions, with its hero product, KURK Liquid Curcumin, which is designed to improve curcumin absorption.
