Louisville, Ky.– Humana Inc. (NYSE: HUM), a leading health and wellness company, has launched a new national campaign titled Invite, aimed at inspiring older adults to embrace active aging through physical activity, social engagement, and community connection—starting with the fast-growing sport of pickleball.
The campaign kicked off with a television commercial featuring senior pickleball athletes extending an open invitation for others to join in the sport. The ad, which highlights the physical and mental health benefits of staying active, is airing on networks such as ESPN2, CBS Sports, FS1, FS2, and the Tennis Channel, and coincides with the Carvana PPA Tour event in San Clemente, California.
Jennifer Ilecki, Chief Marketing Officer at Humana, said the campaign is about more than just promoting a sport—it’s about inclusion and empowerment. “Pickleball is more than a game – it’s a gateway to better health, new friendships, and joyful movement at any age,” Ilecki said. “With Invite, we’re encouraging everyone to take that first step toward active aging and a more connected life.”
To support the launch, Humana is rolling out a complementary media effort across social media, digital channels, and print publications. The company is also distributing complimentary pickleball paddles, while supplies last, to encourage older adults to try the sport.
Invite builds on Humana’s longstanding involvement in the pickleball community. The company has established partnerships with major organizations and events across the sport, including the Association of Pickleball Players (APP), the Professional Pickleball Association (PPA), and U.S. Senior Pickleball (USSP). Through these partnerships, Humana has sponsored national tournaments, launched senior ambassador programs, and supported clinics and events that promote both recreational and competitive play among older adults.
Humana’s philanthropic arm, the Humana Foundation, has also played a key role in supporting pickleball at the community level. In 2024, the foundation donated funds to the Urban League of Louisville to install 12 indoor pickleball courts at the Norton Healthcare Sports and Learning Center in West Louisville. According to Humana Foundation CEO Tiffany Benjamin, the courts were created as “a space where people can make new friends, find common ground, and participate in a universal sport that brings generations together.”
With Invite, Humana aims to broaden access to physical activity and promote holistic wellness among older adults. The campaign reinforces the company’s broader mission to help seniors live healthier, more active, and socially connected lives—on and off the court.
