Haleon Launches For the Assist Campaign in Partnership with the U.S. Soccer Federation Featuring Stars Tyler Adams and Crystal Dunn

Business

Haleon Launches For the Assist Campaign in Partnership with the U.S. Soccer Federation Featuring Stars Tyler Adams and Crystal Dunn

2026-04-28 19:02 Last Updated At：19:21

WARREN, N.J.--(BUSINESS WIRE)--Apr 28, 2026--

Today, Haleon, the consumer company that is solely focused on better everyday health, in partnership with the U.S. Soccer Federation, launched For the Assist, a new national campaign that celebrates the essential support that makes big goals possible—both on and off the field.

Click to Gallery

World Cup Champion & Olympic Gold Medalist, Crystal Dunn sports the Assist Pack, a clear stadium bag designed for fans on the move with game-day ready wellness essentials like Advil, Emergen-C, TUMS, and Sensodyne.

U.S. Men’s National Team midfielder, Tyler Adams carries the limited-edition Tunnel Walk Bag, a cleat-inspired dopp kit that merges style with wellness and totes essentials like Advil and Sensodyne.

Haleon, maker of Advil and TUMS, is delivering the ultimate assist by releasing the Tunnel Walk Bag, a limited-edition cleat-inspired dopp kit designed to support your wellness goals before, during, and after a big game.

Haleon, maker of Sensodyne, Advil, Centrum, and TUMS, partners with the U.S. Soccer Federation in new For the Assist campaign, highlighting how assists make big goals possible—both on and off the field.

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World Cup Champion & Olympic Gold Medalist, Crystal Dunn sports the Assist Pack, a clear stadium bag designed for fans on the move with game-day ready wellness essentials like Advil, Emergen-C, TUMS, and Sensodyne.

U.S. Men’s National Team midfielder, Tyler Adams carries the limited-edition Tunnel Walk Bag, a cleat-inspired dopp kit that merges style with wellness and totes essentials like Advil and Sensodyne.

Haleon, maker of Advil and TUMS, is delivering the ultimate assist by releasing the Tunnel Walk Bag, a limited-edition cleat-inspired dopp kit designed to support your wellness goals before, during, and after a big game.

Haleon, maker of Sensodyne, Advil, Centrum, and TUMS, partners with the U.S. Soccer Federation in new For the Assist campaign, highlighting how assists make big goals possible—both on and off the field.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260428363967/en/

The For the Assist campaign spotlights the unseen moments of preparation that lead to victory. As the United States’ passion for soccer continues its exponential rise ahead of a landmark summer for the sport, the campaign connects with fans by celebrating the collective effort behind every victory, and how the smaller steps taken off the field to prioritize health and wellness play an integral role in achieving goals.

“Soccer has an incredible power to unite people. As America's passion for the game reaches new heights, For the Assist, which spotlights our iconic brands like Advil, TUMS, Sensodyne and Centrum, is our way of celebrating the collective effort behind every goal,” said Karina Ong, VP Marketing, Haleon US. “We’re proud to be a trusted teammate in the wellness journey of every American.”

Anchoring Haleon’s campaign is a collaboration with U.S. Men’s National Team midfielder, Tyler Adams, and World Cup Champion & Olympic Gold Medalist, Crystal Dunn, highlighting how its products provide the ultimate assist. The 360-degree campaign includes a new ad campaign as well as a limited-edition ‘Tunnel Walk Bag’ that merges high fashion with everyday wellness.

“As a professional athlete, I know that every goal is the result of a team effort,” said Tyler Adams, U.S. Men’s National Team midfielder. “It's the assists, both big and small, that make the win possible. That's why I'm proud to partner with Haleon on the For The Assist program, which celebrates the moments that support us in achieving our goals, whether we're on the pitch or off.”

“Throughout my career, I was on the receiving end of incredible assists. Now as I step into my next chapter, the concept of an ‘assist’ is even more meaningful,” said Crystal Dunn, World Cup Champion & Olympic Gold Medalist. “It’s about supporting my family and community, and that starts with taking care of myself, in which my favorite Haleon brands like Advil and Centrum play a big role.”

Introducing the Tunnel Walk Bag
Haleon is delivering the ultimate assist by releasing the Tunnel Walk Bag, a limited-edition cleat-inspired dopp kit designed to support your wellness goals before, during, and after a big game.

Designed by New York City-based visual artist and designer Andrea Bergart, the Tunnel Walk Bag is inspired by the pre-game “tunnel walk” popularized by athletes. The bag is designed to carry everyday wellness essentials, like Advil, Centrum, and Voltaren, in style.

“My work has always been about finding beauty in unexpected places,” said Andrea Bergart. “With the Tunnel Walk Bag, I wanted to create a piece of functional art that captures the energy of the game while serving a practical purpose. It’s designed for anyone who understands that preparation is part of the performance.”

The limited-edition Tunnel Walk Bag will be available for purchase exclusively on Amazon for $125.00 beginning on May 14, while supplies last.

Enter For A Chance To Win A VIP U.S. Soccer Experience*
Haleon is also hosting the Haleon Assist Soccer Sweepstakes for fans to win an array of soccer-themed prizes and experiences.

From April 1 to August 31, soccer fans can enter for the chance to win a grand prize VIP trip for 4 to a U.S. Soccer match, including flights, accommodations, and an exclusive stadium experience. Additional winners may win signed soccer jerseys, a Tunnel Walk Bag, and more.

To enter, fans can visit HaleonAssist.com/Win and follow the links and instructions to accurately complete and submit the registration form. Winners will be selected monthly.

Purchase an Assist Pack With Haleon Wellness Essentials
Haleon created an Assist Pack, a clear stadium bag designed for fans on the move with game-day ready wellness essentials, available for sale now on Amazon and coming to select CVS stores in May. The kits include Sensodyne, Emergen-C, TUMS, and Advil products, and will only be available for sale for a limited time.

For more information about Haleon and For the Assist, visit HaleonAssist.com or follow on Instagram @fortheassist and TikTok @fortheassist.

*ENTER FOR A CHANCE TO WIN** A VIP U.S. SOCCER EXPERIENCE
**NO PURCHASE NECESSARY TO ENTER. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. OPEN TO LEGAL U.S. RESIDENTS 18 AND OLDER. VOID WHERE PROHIBITED OR RESTRICTED BY LAW. Sweepstakes begins on 4/1/26 and ends on 8/31/26. To enter and for official rules, eligibility, odds, prize descriptions and full details, clickHERE. Sponsor is Haleon US Holdings, LLC. 184 Liberty Corner Road, Suite 200, Warren, New Jersey, 07059.

About Haleon US
Haleon (LSE/NYSE: HLN) is a globally leading consumer company that is solely focused on better everyday health. Haleon's product portfolio spans three major categories - Oral Health, Over-the-Counter (OTC), and Wellness. Its long-standing brands - such as Advil, Centrum, Parodontax, Sensodyne, Theraflu, and TUMS - are built on trusted science, innovation and deep human understanding. For more information on Haleon and its brands, please visit http://www.haleon.com or contact USMediaRelations@haleon.com.

About U.S. Soccer
Founded in 1913, U.S. Soccer, a 501(c)(3) nonprofit, is the official governing body of the sport in the United States. Our vision is clear; we exist in service to soccer. Our ambition is to ignite a national passion for the game and elevate its power to unite, inspire, and uplift. We believe soccer is more than a sport; it is a force for good. We are focused on three areas: U.S. Soccer Everywhere, making soccer the #1 played sport in every community in America; U.S. Soccer is Yours, ensuring everyone feels ownership of soccer’s future in the U.S., and U.S. Soccer Success, winning major tournaments, including World Cups. Together, the future of the game is ours to build. For more information, visit ussoccer.com/ourvision.

About Andrea Bergart
Andrea Bergart (b. Newton, MA) works across painting, public installations, sculpture, and fashion. She received a Fulbright Scholarship to Ghana, where she researched bead and textile production, and has participated in residencies including the Josef and Anni Albers Foundation in Senegal; Tilleard Projects in Lamu, Kenya; and a U.S. Embassy grant to the United Arab Emirates. Her public basketball-court murals can be found in New York, Providence, and abroad. In Spring 2026, she will complete a new public court project at Inez Nash Park in Toledo, Ohio, including hand-painted court surfaces and sculptural hoops inspired by the park’s plant life. Bergart’s work has been exhibited in the U.S. and U.K., including at the American Academy of Arts and Letters and in the Art in Embassies program. Andrea Bergart lives and works in Queens, NY and is represented by Chozick Family Art Gallery, New York, NY.

World Cup Champion & Olympic Gold Medalist, Crystal Dunn sports the Assist Pack, a clear stadium bag designed for fans on the move with game-day ready wellness essentials like Advil, Emergen-C, TUMS, and Sensodyne.

U.S. Men’s National Team midfielder, Tyler Adams carries the limited-edition Tunnel Walk Bag, a cleat-inspired dopp kit that merges style with wellness and totes essentials like Advil and Sensodyne.

Haleon, maker of Advil and TUMS, is delivering the ultimate assist by releasing the Tunnel Walk Bag, a limited-edition cleat-inspired dopp kit designed to support your wellness goals before, during, and after a big game.

Haleon, maker of Sensodyne, Advil, Centrum, and TUMS, partners with the U.S. Soccer Federation in new For the Assist campaign, highlighting how assists make big goals possible—both on and off the field.

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Most sunscreens harm corals. Here's what you can do

Every time you go for a swim, some of your sunscreen gets left behind.

An estimated 25% of applied sunscreen washes off during recreational water activities, releasing some 5,000 tons annually in reef areas alone, according to a study in Environmental Health Perspectives. That’s equivalent to the weight of about 1,000 elephants, and many of those chemicals are toxic to corals. Some researchers argue that may be a low estimate, noting the experiment did not replicate the friction caused by swimming, which could cause more sunscreen to rub off.

Coral reefs support about a quarter of all marine species despite covering just 0.1% of Earth's oceans. Already under mounting pressure from warming waters, pollution, overfishing and coastal development, reefs face an additional threat from sunscreen chemicals that can damage coral larvae, trigger bleaching and disrupt growth. Scientists say it’s a smaller stressor than climate change, but one consumers can actually address.

The pollution doesn’t just come from swimming. Sunscreen chemicals can enter waterways when people shower, wash towels or urinate after beach trips. Sewage is the largest source of sunscreen contamination in oceans, as conventional treatment plants can’t effectively remove many UV filter compounds, studies show. The chemicals flow from wastewater facilities into rivers and ultimately the sea.

While sunscreen prevents sunburn and reduces skin cancer risk, not all formulas carry the same environmental footprint.

The strongest evidence of harm centers on oxybenzone and octinoxate — two widely used chemical UV filters. A 2016 study published in Archives of Environmental Contamination and Toxicology found oxybenzone transforms coral larvae from healthy, mobile organisms into deformed, immobile ones. The chemical causes corals to expel the algae that provide much of their food and color, a stress response known as bleaching. Bleached corals are weakened, more vulnerable to disease and can starve or die if stressful conditions persist. Researchers also found oxybenzone damages DNA and triggers premature skeleton formation that can encase entire larvae. It can also cause corals to bleach at lower temperatures, worsening the effects of marine heat waves driven by climate change.

The chemical proves toxic at concentrations as low as 62 parts per trillion — equivalent to one drop in six Olympic-sized swimming pools. At Hanauma Bay, a popular Hawaii snorkeling spot, nearly 2,600 daily visitors left around 412 pounds of sunscreen in the ocean each day, according to a 2017 study by nonprofit Haereticus Environmental Laboratory.

Scientists have growing concerns about octocrylene, avobenzone and homosalate as well.

These chemicals don’t stay put. UV filters have been detected in fish and other marine organisms, raising questions about seafood safety.

“We measured the level of oxybenzone in locally caught fish. It was scary,” said Craig Downs, executive director of nonprofit Haereticus Environmental Laboratory, who led the 2016 study. “These chemicals move through the food chain, then we eat it.”

Zinc oxide and titanium dioxide are generally considered safer alternatives to chemical UV filters, but they come with caveats. Experts say they should be in non-nano form, as their larger particle size makes them less likely to be inhaled or absorbed by marine organisms.

Zinc oxide can also contain trace heavy metal impurities such as lead, chromium and mercury, Downs said, and few products have undergone comprehensive ecotoxicity testing.

Consumers should also pay attention to inactive ingredients, since oils, fragrances and other additives can harm marine life.

Some mineral sunscreen manufacturers add UV filters such as butyloctyl salicylic acid and ethylhexyl methoxycrylene to prevent SPF levels from degrading in zinc oxide, which Downs has linked to potential cancer risks and coral toxicity.

Experts recommend covering up with clothing, rash guards, hats and shade.

“If you put on a rash guard or long sleeve swim shirt, you basically cover up 50% of your body, which means you don’t need 50% of the sunscreen,” Downs said. “From a conservation perspective, that’s a massive win.”

When sunscreen is needed, look for products with non-nano zinc oxide or titanium dioxide as active ingredients. While research continues into how these minerals behave in marine environments, many experts consider them preferable to chemical UV filters.

Though mineral sunscreens have a reputation for leaving a white cast, newer formulations offer sheerer alternatives.

Experts also recommend avoiding aerosol sprays, which can disperse sunscreen into the air and surrounding environment. Waiting at least 15 minutes after applying sunscreen before swimming allows it to better adhere to skin rather than wash off immediately.

In 2018, Hawaii became the first U.S. state to prohibit the sale of sunscreens containing oxybenzone and octinoxate, citing their harm to coral reefs. Key West, Florida, has followed with a similar measure. Palau and the U.S. Virgin Islands have gone further, restricting a broader list of chemicals linked to reef damage.

Beyond those bans, the marketplace remains largely unregulated. Labels like “reef safe” or “reef friendly” have no universal definition or standard.

“People can just write whatever they want on a bottle, and there’s no validation, no testing, no standardization,” said Michael Sweet, head of the Nature-based Solutions Research Centre and the Aquatic Research Facility at the University of Derby in England.

In lab experiments, some formulations “have decimated corals before my very eyes,” he said. “When you see that, you wonder what’s being put into our oceans on a daily basis, from shampoos, skin care, conditioners and shower gels. All this stuff goes into our rivers and ultimately our oceans.”

Some independent certifications have emerged to help consumers make informed decisions. One example is Protect Land + Sea, a label created by Downs’ laboratory that verifies products are free of ingredients such as oxybenzone, octinoxate and parabens. Experts note that ingredient screening can be useful, though it is not the same as comprehensive ecological safety testing of an entire formula.

“Reefs are being hammered left, right and center,” Sweet said. “Every little bit we can do tips the balance a little bit further up and hopefully gives them that bit of a fighting chance.”

Follow Annika Hammerschlag on Instagram: @ahammergram.

The Associated Press receives support from the Walton Family Foundation for coverage of water and environmental policy. The AP is solely responsible for all content. For all of AP’s environmental coverage, visit https://apnews.com/hub/climate-and-environment

FILE - A man takes a shower near a beach during a hot day in Palaio Faliro suburb, south of Athens, Greece, July 6, 2025. (AP Photo/Yorgos Karahalis, File)

FILE - A woman applies sunscreen to a man at Avlaki beach east of Athens, Greece, Aug. 7, 2025. (AP Photo/Thanassis Stavrakis, File)

FILE - A resort worker folds up beach umbrellas Aug. 16, 2025, in South Yarmouth, Mass. (AP Photo/David Goldman, File)

FILE - Bleached coral is visible at the Flower Garden Banks National Marine Sanctuary, off the coast of Galveston, Texas, in the Gulf of Mexico, Sept. 16, 2023. (AP Photo/LM Otero, File)

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