HIMS & HERS

Hims & Hers (NYSE: HIMS)is returning to the Super Bowl in 2026 not merely with another brand campaign, but with a message that functions simultaneously as cultural commentary and investor signaling. Following the strong engagement--and controversy--generated by its 2025 Super Bowl appearance, the digital health platform is once again leveraging the nation's largest media stage. This time, however, the focus extends beyond consumer awareness to a broader narrative about healthcare inequality, long-term demand, and sustainable growth.

The 2026 spot, Rich People Live Longer, narrated by rapper and actor Common, centers on the widening health-wealth gap in the United States. More importantly, it reframes that gap as both a societal problem and a market opportunity--one with clear implications for long-term investor sentiment.

From Social Insight to Market Signal

According to research cited by the company, individuals in the top 1% of earners live an average of seven years longer than those in the bottom 50%, based on median household income. Consequently, the ad positions longevity not simply as a function of medical innovation, but as a reflection of unequal access to proactive care.

From an investor perspective, this framing is strategic. Rather than portraying healthcare inequality as an abstract moral issue, Hims & Hers translates it into an addressable, scalable problem--one that affects tens of millions of Americans. As a result, the company signals that its total addressable market (TAM) is not niche, but structurally expanding.

Furthermore, the campaign underscores what management describes as a bifurcated healthcare system: an elite, preventative model for high-income consumers and a reactive, episodic system for everyone else. By highlighting this divide, the brand implicitly positions itself as a bridge between the two--an important narrative for investors evaluating long-term platform relevance.

Learning From Controversy--and Proving Traction

Importantly, this is not Hims & Hers' first attempt to fuse social critique with commercial ambition. Its 2025 Super Bowl ad, which challenged the high cost of weight-loss medications, drew regulatory and public scrutiny for omitting safety disclosures. Nevertheless, despite the criticism, the campaign delivered outsized performance.

Within hours of airing, website traffic reportedly increased by 650%. Meanwhile, EDO Inc. ranked the spot fifth in overall Super Bowl engagement. In the days that followed, the Hers app rose to No. 2 and Hims to No. 4 in Apple's Health & Wellness category.

As a result, the company demonstrated something particularly relevant to investors: controversy, when paired with a clear value proposition, can accelerate brand salience, customer acquisition, and category leadership rather than suppress it.

Proactive Care as a Growth Narrative

Building on that momentum, the 2026 campaign pivots toward long-term health outcomes--an area increasingly aligned with investor interest in durable revenue streams. The ad emphasizes Hims & Hers' telehealth platform as an engine for preventative, continuous care rather than one-off transactions.

Specifically, the company highlights at-home diagnostic testing, longitudinal biomarker tracking, and early cancer detection. In addition, it promotes micro-dose treatment plans for metabolic conditions such as diabetes, heart disease, and stroke--an approach designed to improve adherence and reduce side effects.

From a capital markets standpoint, this matters. Chronic disease management, recurring diagnostics, and subscription-based care models are widely viewed as more predictable and defensible revenue drivers than episodic care. Consequently, the brand narrative aligns with investor preferences for stability, scalability, and lifetime value expansion.

Why the Super Bowl Still Signals Confidence

At first glance, the Super Bowl's high cost may appear difficult to justify. However, from an investor signaling perspective, the decision to return to the event communicates confidence--both in unit economics and in the brand's long-term positioning.

"The Super Bowl reaches a national audience that reflects the systemic challenges of U.S. healthcare," says Chief Design Officer Dan Kenger, pointing to rising costs, provider shortages, and geographic disparities. More subtly, the investment signals that Hims & Hers views itself not as a niche telehealth provider, but as a category-defining platform.

For investors, repeated Super Bowl appearances function as a credibility marker: the company is willing to invest aggressively in brand equity because it believes the lifetime value of customers justifies the spend.

The Strategic Use of Common's Voice

Equally significant is the selection of Common as the ad's narrator. Beyond celebrity appeal, Common brings cultural authority rooted in his long-standing engagement with social justice and inequality.

As a result, his involvement enhances message legitimacy while reducing the perception of performative activism. For investors, this lowers reputational risk by aligning the brand with authentic advocacy rather than opportunistic signaling.

In marketing terms, the voiceover strengthens narrative trust--a key intangible asset increasingly scrutinized in ESG and brand-risk assessments.

Affordability as an Investor-Relevant Value Proposition

While the campaign foregrounds inequality, it ultimately returns to affordability as a core strategic lever. Hims & Hers emphasizes transparent pricing, often below traditional co-pays, for both uninsured consumers and those facing high deductibles.

Moreover, management stresses that scale efficiencies are passed along to customers across categories. For investors, this reinforces the perception of operational leverage and cost discipline--critical factors in assessing margin sustainability in consumer health platforms.

Selling a Solution--and Reassuring the Market

Ultimately, the 2026 Super Bowl campaign does more than make a statement. It positions Hims & Hers as both a social solution and a financially viable growth platform.

By integrating systemic critique with a clearly articulated business model, the company addresses two audiences simultaneously: consumers seeking access and investors seeking conviction. In doing so, Hims & Hers demonstrates how purpose-driven marketing, when aligned with scalable economics, can enhance brand equity, customer acquisition, and investor confidence at the same time.

As a result, the company's return to the Super Bowl is best understood not as an advertising expense, but as a strategic investment--one designed to reinforce trust, signal ambition, and sustain long-term market belief.

To find out more investor relations information about Hims & Hers please visit www.investors.hims.com.