- Haleon has partnered with the U.S. Soccer Federation and tapped USMNT midfielder Tyler Adams and retired USWNT star Crystal Dunn as faces of its new "For the Assist" national campaign, which spans Advil, Sensodyne, Centrum, and TUMS.
- The campaign includes a limited-edition "Tunnel Walk Bag," a cleat-inspired dopp kit designed by NYC artist Andrea Bergart, available exclusively on Amazon from May 14 for $125, while supplies last.
- Fans can purchase a game-day "Assist Pack" on Amazon and at select CVS locations in May, and enter a sweepstakes running April 1–August 31 for a chance to win a VIP trip to a U.S. Soccer match.
- The campaign launches ahead of a landmark summer for soccer in the U.S., with the 2026 FIFA World Cup set to be hosted on home soil.
Haleon, maker of Advil, Sensodyne, Centrum, and TUMS, has launched “For the Assist,” a national campaign in partnership with the U.S. Soccer Federation, featuring USMNT midfielder Tyler Adams and World Cup champion and Olympic gold medalist Crystal Dunn.
The campaign celebrates the unseen preparation behind every win (on and off the pitch) and arrives with U.S. soccer fever at an all-time high ahead of the 2026 FIFA World Cup.
Adams returns to the spotlight after a strong 2025–26 Bournemouth season that earned him the Premier League’s November 2025 Goal of the Month award, the first American to win it. He also recently joined the ownership group of Westchester SC, alongside his Nike athlete deal.
Similar athlete-led brand pushes have scored big before, like when Diplo, Weston McKennie, Declan Rice, and Hirving Lozano starred in the Celsius World Cup campaign.
Dunn, who retired from professional soccer in January 2026 after 160 caps and an Olympic gold with the USWNT, steps into her post-playing chapter as a brand ambassador, a natural fit given Haleon’s focus on family wellness.
Her presence here echoes broader soccer-meets-brand storytelling, comparable to Christian Pulisic and Alex Morgan teaming up with Pitbull for Mondelez.
Haleon has been expanding its celebrity marketing push after naming influencer firm Collectively its lead U.S. partner in 2024 and previously enlisting comedian Desus Nice for a TUMS Super Bowl campaign.
Takeaways
This campaign is smart timing. With the 2026 World Cup landing on U.S. soil, Haleon is threading everyday wellness into the world’s biggest sporting moment, and using two credible, culturally resonant athletes to do it.
Tyler Adams brings active-star energy and a built-in World Cup narrative, while Crystal Dunn’s fresh retirement makes her relatable in a new way: she’s transitioning from champion to everyday person, just like the consumer Haleon wants to reach.
The “Tunnel Walk Bag” is a savvy merch play that extends the campaign beyond screens and into fans’ daily lives.
Does Crystal Dunn’s retirement actually make her a stronger brand voice for a wellness product aimed at everyday consumers? With the 2026 World Cup on home turf, will soccer-led brand campaigns see long-term cultural stickiness or is this a summer spike?
