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-scene 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.

And the “assist” shows up long before game time. Tunnel walk fashion has become a key part of the pre-game experience, where athletes showcase their style while preparing mentally and physically for competition. Tapping into the buzz of this moment, we partnered with fashion designer Andrea Bergart to create a bag designed to hold Haleon essentials. Introducing the Tunnel Walk Bag: it’s more than a toiletry bag. It is a game-day essential that blends style and utility, offering a functional assist for athletes and fans when they need it most.