but that’s exactly the point of our “Plan Well. Play Well” campaign for Symetra. Timed to the 2026 Winter Olympics, Season 3 follows five-time gold medalist and WNBA star Sue Bird as she swaps familiar ground for frozen ones, learning figure skating with Olympian Tara Lipinski and ice hockey with PWHL star and Olympian Hilary Knight.
The new spots in the series build on earlier seasons that have Sue exploring everything from beekeeping to ninja warrior training, always with humor, humility, and heart. By placing a legendary athlete in unfamiliar territory, the campaign makes a relatable case for retirement as a time of discovery, not decline.
The work taps into cultural moments while delivering a deeper truth: planning well creates the freedom to say yes to what’s next. With a national media push across YouTube and Meta, and a refreshed tagline, “Plan well. Be well. Live well,” the campaign reinforces Symetra’s mission to empower people, especially women, to envision a richer, more expansive future. It’s a reminder that whether you’re stepping onto the ice or into retirement, confidence comes from preparation, and the willingness to try something new.
