Haleon Partners with U.S. Soccer for 'For the Assist' Campaign Featuring Tyler Adams and Crystal Dunn
Event summary
- Haleon launched the 'For the Assist' campaign in partnership with the U.S. Soccer Federation on April 28, 2026.
- The campaign features U.S. Men’s National Team midfielder Tyler Adams and World Cup Champion Crystal Dunn.
- A limited-edition 'Tunnel Walk Bag' designed by Andrea Bergart will be sold exclusively on Amazon for $125 starting May 14, 2026.
- Haleon is hosting the Haleon Assist Soccer Sweepstakes with prizes including a VIP U.S. Soccer match trip.
The big picture
Haleon's 'For the Assist' campaign aligns with the growing enthusiasm for soccer in the U.S., tapping into the sport's cultural momentum to promote its wellness products. The partnership with U.S. Soccer and high-profile athletes like Tyler Adams and Crystal Dunn underscores Haleon's strategy to associate its brands with health and performance, a key trend in consumer health marketing.
What we're watching
- Campaign Effectiveness
- Whether the 'For the Assist' campaign can effectively leverage soccer's rising popularity in the U.S. to boost Haleon's brand visibility and product sales.
- Product Integration
- How well Haleon integrates its wellness products into the campaign narrative and whether it drives consumer engagement with the featured items like the Tunnel Walk Bag.
- Partnership Impact
- The long-term strategic value of Haleon's partnership with U.S. Soccer, particularly as the sport gains momentum ahead of major tournaments.