• by Fern Siegel , Yesterday

Humana is reframing aging in "Invite," an integrated marketing campaign. And it's using pickleball to champion the idea.

Brownstein Group did the creative, which airs across ESPN2, CBS Sports, FS1, FS2, and Tennis Channel. The push is supported by a broader paid media mix spanning social, print and digital.

Senior pickleball athletes also extend a warm invitation for older adults to “get in the game.” That's augmented by pickleball sponsorships for the APP and PPA Tours, while expanding a partnership with U.S. Senior Pickleball.

In addition, experiential extensions, such as pop-up events. bring courts and pickleball clinics to community hubs. Humana is positioning "Invite" as a scalable, culture-driving platform touts health, sport and lifestyle marketing.

“Pickleball is more than a game — it’s a gateway to better health, new friendships and joyful movement at any age,” said Jennifer Ilecki, chief marketing officer at Humana. “With 'Invite,' we’re not just celebrating the incredible athletes already on the court — we’re encouraging everyone to take that first step toward active aging.”

Brownstein Group's client work includes NJM Insurance, Inspira Health, Onvo, Lyft and Yards.