Humana Launches “Invite” Campaign to Get More Seniors Pickleball-Ready

The new campaign encourages older adults to embrace active aging through pickleball, social connection, and free gear giveaways

Humana is inviting America’s seniors to get in the game—literally. The health and wellness company just launched its new “Invite” campaign, encouraging older adults of all fitness levels to embrace active aging through pickleball, one of the nation’s fastest-growing sports.

The campaign kicked off with a national TV spot featuring senior pickleball athletes welcoming others to join the movement, airing across major networks like ESPN2, CBS Sports, FS1, FS2, and Tennis Channel. Alongside the ad, Humana is rolling out digital, social, and print activations that spotlight the physical, mental, and social benefits of staying active through the sport.

“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. “We’re extending a warm, inclusive invitation to older adults everywhere to get involved and embrace living life to the fullest.”

As part of the initiative, Humana is offering complimentary pickleball paddles while supplies last, building on its longstanding partnerships with leading pickleball organizations like the APP Tour, PPA Tour, and U.S. Senior Pickleball (USSP). The campaign also complements the company’s ongoing investments in active aging, from community events to professional tournaments to newly opened courts in its hometown of Louisville.