The real measure of winning isn’t just about the final goal. It’s the aches, the sweat, and daily grind that make it possible. To celebrate these behind-the-scenes moments, Haleon sponsored Team USA during the 2026 World Cup, shifting the spotlight to the grit it takes to get to a victory. It’s time to not just give credit for the goal but… for the assist.

We tapped into tunnel walk fashion—pre-game looks athletes arrive in—to bring Haleon into the cultural conversation. Enter Haleon’s Tunnel Walk Bag: more than a toiletry bag, it’s a game-day essential. Blending style and athletic utility, it gives fans and athletes a functional assist when they need it most.