State Farm announced today that it is collaborating with season 2 of Netflix’s hit series Running Point with a new, integrated campaign that brings the brand’s core values to the screen. Featuring Kate Hudson and Chet Hanks, the campaign leverages themes from the series to illustrate the act of being a good neighbor in helping people manage risk and stepping up for others, which State Farm does best.

The State Farm and Running Point co-branded spot, which will begin running on April 13, features characters Isla Gordon (Kate Hudson) and Travis Bugg (Chet Hanks), alongside the steady and reliable Jake from State Farm, who serves as a “safety net” for the LA Waves basketball team’s front office, assisting Isla and Travis with various challenges on and off the court.

“State Farm is all about showing up like a good neighbor. My character, Isla Gordon, is constantly coming through for her team, navigating risk and supporting the people around her, so bringing in Jake from State Farm for an assist was perfect,” said Kate Hudson, star and executive producer of Running Point. “Plus, State Farm has been genuinely committed to supporting women in sports and the WNBA for over a decade both on and off the court, so working with them for season 2 of Running Point was such an easy fit."

The campaign is a natural extension of the brand’s With the Assist basketball platform, which spotlights the value of real-life assists that often go unrecognized but make a real impact. Through a series of playful and relatable moments, the spot illustrates how State Farm delivers steadfast support, helps navigate unexpected challenges, and provides guidance when stakes are high.

“State Farm has built this brand by showing up in the moments that matter to our customers, not as an interruption, but as a real part of the story,” said Alyson Griffin, Head of Marketing at State Farm. “Netflix’s Running Point sits at the intersection of basketball, entertainment, and culture, exactly where today’s fans are already engaged. With this collaboration, we’re bringing that philosophy to life in a brand-new way, integrating Jake from State Farm directly into the series, not just the campaign, to create a more authentic and connected brand experience.”

In addition to the campaign, in a milestone for the brand, Jake from State Farm will make his first-ever scripted television appearance in the upcoming season of Running Point. Jake’s authentic presence reinforces the genuine spirit of the Waves and reflects how State Farm is committed to being there both on and off the court. 

“Partnerships work best when they expand the world of a story in ways that feel natural for its fans,” said Magno Herran, Vice President of Global Brand Marketing and Partnerships, Netflix. “With Running Point, we saw an opportunity to collaborate with State Farm in a way that complements the tone of the series while creating something fun and unexpected for the audience. It’s a great example of how we work with brands to build moments around our titles that bring fans closer to the stories they love.”

For more information, please visit statefarm.com/lp/running-point or statefarm.com®. State Farm agents across the U.S. can also support through life's unexpected moments. Watch season 2 of Running Point on April 23, only on Netflix.