WARREN, N.J. — Haleon, the consumer health company focused on better everyday health, has launched For the Assist, a new national campaign developed in partnership with the U.S. Soccer Federation that celebrates the essential support behind every big goal—on and off the field.
The campaign shines a light on the unseen moments of preparation that lead to success. As interest in soccer continues to surge in the U.S. ahead of a pivotal summer for the sport, For the Assist connects with fans by recognizing the collective effort behind every victory and the everyday health and wellness routines that help make those moments possible.
“Soccer has an incredible power to unite people,” said Karina Ong, VP of Marketing, Haleon U.S. “As America’s passion for the game reaches new heights, For the Assist—which features iconic Haleon brands such as Advil, TUMS, Sensodyne and Centrum—is our way of honoring the teamwork behind every goal. We’re proud to be a trusted teammate in the wellness journey of every American.”
At the heart of the campaign is a collaboration with U.S. Men’s National Team midfielder Tyler Adams and World Cup champion and Olympic gold medalist Crystal Dunn, highlighting how Haleon’s products deliver the ultimate assist. The fully integrated, 360‑degree effort includes a new national advertising campaign and the debut of a limited‑edition Tunnel Walk Bag that blends high fashion with everyday wellness.
“As a professional athlete, I know every goal is the result of a team effort,” Adams said. “It’s the big and small assists that make winning possible. I’m proud to partner with Haleon on For the Assist, which celebrates the support we all need to achieve our goals—on the pitch and in everyday life.”
“Throughout my career, I benefited from incredible assists,” Dunn said. “As I move into the next chapter of my life, that idea is even more meaningful. Supporting my family and community starts with taking care of myself, and trusted Haleon brands like Advil and Centrum are part of that routine.”
Introducing the Tunnel Walk Bag
Haleon is further bringing the campaign to life with the release of the Tunnel Walk Bag, a limited‑edition, cleat‑inspired dopp kit designed to support wellness goals before, during and after game day.
Created by New York–based visual artist and designer Andrea Bergart, the bag draws inspiration from the pre‑game tunnel walk and is designed to carry everyday wellness essentials, including Advil, Centrum and Voltaren.
“I’ve always been interested in finding beauty in unexpected places,” Bergart said. “With the Tunnel Walk Bag, I wanted to create functional art that captures the energy of the game while serving a practical purpose—for anyone who understands that preparation is part of performance.”
The Tunnel Walk Bag will be available exclusively on Amazon beginning May 14 for $125, while supplies last.
Enter for a Chance to Win a VIP U.S. Soccer Experience
Haleon is also hosting the Haleon Assist Soccer Sweepstakes, offering fans the chance to win soccer‑themed prizes and experiences.
From April 1 through August 31, fans can enter for a chance to win a grand‑prize VIP trip for four to a U.S. Soccer match, including flights, accommodations and an exclusive stadium experience. Additional prizes include signed jerseys, a Tunnel Walk Bag and more.
Entries can be submitted at HaleonAssist.com/Win, with winners selected monthly.
Assist Packs Available for Purchase
Haleon has also introduced an Assist Pack, a clear, stadium‑approved bag filled with game‑day wellness essentials. Available now on Amazon and coming to select CVS stores in May, the limited‑time packs include Sensodyne, Emergen‑C, TUMS and Advil products.
For more information about Haleon and the For the Assist campaign, visit HaleonAssist.com or follow @fortheassist on Instagram and TikTok.
