Jayson Tatum’s comeback inspires Amica’s campaign

Basketball superstarJayson Tatum has begun his return from a 2025 injury, and Amica Mutual Insurance Company is marking the moment with a national campaign titled Back to Zero. The initiative links the athlete’s recovery to the insurer’s positioning around helping customers recover after setbacks.

The campaign will run across out-of-home placements in the Greater Boston area and social media, tracing Tatum’s rehabilitation since his injury last May. It also references his jersey number while encouraging fans to support his return.

Hero film airs during Celtics-Lakers matchup

The centrepiece is a hero video featuring moments from Tatum’s recovery, including appearances by his mother Brandy Cole and trainer Nick Sang, culminating in a countdown to his return. The spot debuted on NBC during the Boston Celtics versus Los Angeles Lakers game.

Jayson Tatum, athlete and brand partner, Amica: "For me, getting back to zero was about trusting the process and leaning on the people who supported me every step of the way. I’m grateful to Amica for standing with me through the recovery, and for celebrating what it means to make a comeback."

Ted Shallcross, President and CEO, Amica: "Jayson’s recovery is about more than basketball. It’s about the individual perseverance and support that go into bouncing back from any setback life throws at us. That mindset aligns closely with how Amica shows up for our customers every day. We’re proud to stand alongside Jayson and invite fans everywhere to be part of his return."

Fan activation extends beyond Boston

Alongside paid media, Amica is rolling out a social activation encouraging fans nationwide to share creative displays of the number “0” in support of Tatum’s comeback. The insurer aims to broaden engagement beyond Boston Celtics supporters to basketball audiences across the US.

By linking an athlete’s rehabilitation story with its brand narrative, Amica positions Back to Zero as both a celebration of Tatum’s return and a reinforcement of its core promise around recovery and resilience.

www.amica.com

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