Symetra Launches New Chapter of 'Plan Well, Play Well' Campaign with Sue Bird

Sports legend explores retirement—and winter sports—with the help of some special guests

Published on Feb. 9, 2026

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Symetra Life Insurance Company has launched new consumer marketing with fresh episodes of its 'Plan Well, Play Well' social content series featuring sports icon and longtime Symetra brand ambassador Sue Bird. As Sue continues to explore how to live her best life in retirement with help from Symetra and maybe pick up a new hobby or two, she's joined by figure skating legend Tara Lipinski and ice hockey star Hilary Knight.

Why it matters

Today's retirees are rewriting the rules of retirement, and Symetra wanted to show what's possible when you plan for the future you envision. Partnering with Sue Bird allows them to bring that story to life in a light, uplifting way, whether you're learning a new skill or building financial security.

The details

The new executions feature the campaign's signature humor and non-stodgy sensibility. Season 3 of 'Plan Well, Play Well' debuted on February 5 with 'Figure Skating,' where Sue laces up, learns how to build balance, find her edges and even tries a jump harness, expertly coached by world champion figure skater Tara Lipinski. Sue next teams up with ice hockey forward Hilary Knight for 'Hockey,' dropping on February 16. The two long-form episodes and multiple short-form teasers will run nationally through April 30 across YouTube, YouTube Shorts, and Meta. In addition, the campaign also includes paid social and influencer elements.

  • The new executions of 'Plan Well, Play Well' debuted on February 5, 2026.
  • The 'Hockey' episode with Sue Bird and Hilary Knight will drop on February 16, 2026.
  • The campaign will run nationally through April 30, 2026.

The players

Sue Bird

A retired professional basketball player and longtime Symetra brand ambassador.

Tara Lipinski

A world champion figure skater who coaches Sue Bird in the 'Figure Skating' episode.

Hilary Knight

An ice hockey forward who teams up with Sue Bird in the 'Hockey' episode.

Trinity Parker

The SVP and Chief Marketing Officer at Symetra.

Copacino Fujikado

Symetra's creative agency of record since 2004, who produced the social campaign and 'Sue's Plan' spot.

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What they’re saying

“Today's retirees are rewriting the rules of retirement, and we wanted to show what's possible when you plan for the future you envision.”

— Trinity Parker, SVP and Chief Marketing Officer at Symetra (lifehealth.com)

“Plan well, play well has been great. Symetra really set me up for success, allowing me to try to find what speaks to me. As an athlete, it was always about being as prepared as possible. I didn't want finances to dictate what I did in retirement. I wanted to have the freedom to figure out what I like to do, what I was passionate about.”

— Sue Bird (lifehealth.com)

What’s next

The 'Figure Skating' episode debuted on February 5, 2026, and the 'Hockey' episode will drop on February 16, 2026. The campaign will run nationally through April 30, 2026 across various digital platforms.

The takeaway

Symetra's 'Plan Well, Play Well' campaign with Sue Bird showcases how today's retirees are redefining retirement, with the freedom to explore new hobbies and passions. By planning well financially, Sue is able to have the flexibility to try figure skating and hockey in her retirement, with the support of Symetra and expert coaches.