A Vox video by Dolly Li and Gina Pollack examines what research shows about creatine, once sold to fitness buffs for muscle building and now pitched to almost everyone, with US sales topping half a billion dollars in 2025. Its makers spoke with exercise scientist Nick Tiller and with University of Kansas professor Matthew Taylor, whose team studied creatine in people with Alzheimer's, while influencers, podcasters, and celebrity doctors claim the supplement can sharpen the mind, lift mood, offset sleep deprivation, and reverse Alzheimer's effects.