The brand is launching Rewriting Pain, a new campaign and partnership with soccer legend Jozy Altidore to redefine what strength looks like

Key Takeaways:

Advil is launching Rewriting Pain, a new campaign challenging sports culture's "no pain no gain" mentality and redefining strength as confronting pain, not ignoring it.
New research commissioned by Advil reveals 87% of current and former everyday athletes agree sports culture treats pain as a necessary part of success.
Legendary U.S. Men's National Team forward and successful investor and entrepreneur, Jozy Altidore is partnering with Advil to encourage people to rethink outdated attitudes around pain, recovery and performance.
Advil's Rewriting Pain campaign will come to life through a New York City billboard reveal and soccer activation on June 10th, and social and digital content this summer.

Today, Advil announced the launch of Rewriting Pain, a new initiative that challenges the narrative around pain in sports and encourages people to rethink what real strength looks like. As global attention turns to soccer this summer, Advil is stepping into the conversation with a clear message: it's time to rethink the long-held idea that playing through pain is a sign of strength. Centered on the idea that pain should be confronted, not ignored, the campaign challenges a culture that glorifies playing through pain and redefines strength as confronting pain so you can show up as your strongest self.

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For generations, athletes have been taught exactly that – treating pain as a badge of honor rather than something to recognize and address responsibly. New research commissioned by Advil and Wakefield Research among current and former everyday athletes* reveals how deeply ingrained this mindset remains in sports culture:

79% of athletes say phrases like "push through the pain" can encourage athletes to ignore body signals
86% believe these phrases can put long-term health at risk
78% admit they've played through pain to avoid letting others down
87% agree that sports culture treats pain as a necessary part of success
80% of athletes have continued participating in a sport despite being in pain because winning felt more important in the moment

The findings point to a systemic issue in sports culture and underscore the need for a broader shift in how pain, recovery and strength are discussed. Through Rewriting Pain, Advil is challenging outdated attitudes around pain and encouraging athletes to rethink what real strength looks like.

"As a leader in everyday pain management, Advil believes the conversation around pain in sports needs to evolve and we are ready to lead this shift," said Natalie Halpern, senior director of marketing for Advil at Haleon. "We believe true strength isn't pushing through pain, it's confronting it and treating it responsibly. When pain hits, Advil targets pain at the source of inflammation, which is why this conversation matters so deeply to us. For too long, athletes have been taught to power through pain as proof of toughness, when in reality, confronting your pain is what enables you to perform at your best. Through Rewriting Pain, we aim to spark a new dialogue around addressing pain, recovery and what it means to be strong both in sports and in everyday life."

Advil is taking action by encouraging athletes and consumers alike to listen to their bodies and recognize that real strength comes from confronting pain, not pushing through it. When pain is confronted and addressed directly, Advil believes that is when you can show up as your strongest self. As part of the initiative, Advil will unveil a bold billboard reveal in New York City alongside a partnership with legendary U.S. Men's National Team forward and successful investor and entrepreneur, Jozy Altidore.

Following the billboard reveal, Advil will host a preview event where attendees will hear from Jozy, step onto the pitch to test their skills, and have a candid sideline conversation about the pressure athletes face to play through pain. Advil's billboard and the Rewriting Pain activation will be open to the public to see the campaign in real life and test their soccer skills from 1:00 p.m. EST – 6:00 p.m. EST on Wednesday, June 10 at 410 Lafayette Street, New York, NY 10003. After June 10, Advil's Rewriting Pain campaign will be live across social and digital channels, supported by out-of-home placements in select markets.

"Throughout my career, pushing through pain wasn't just encouraged; it was expected," said Altidore. "But I've learned that real strength comes from knowing when to address your pain, recover, and come back stronger. Advil has always been part of my recovery because it targets pain at the source of inflammation. That's why I'm proud to work with Advil to challenge the culture of pain management in sports head-on through this campaign. My hope is that this conversation helps show the next generation of athletes that they don't have to ignore pain to succeed."

Rethink your definition of strength this summer and learn more about the Rewriting Pain campaign by following Advil on Instagram at @AdvilRelief.

*Advil and Wakefield Research surveyed 1,000 U.S. adults (18+) who are current and former athletes in May 2026 with a web-based questionnaire. "Athletes" were defined as those who currently compete or have competed in a sport previously (e.g. collegiate, club, recreational, etc.). The respondent pool does not include professional athletes.

About Haleon

Haleon (LSE/NYSE:HLN) is a consumer company that is solely focused on better everyday health. Our people, our brands, our research, our investment and our innovation are aimed at improving the everyday health of consumers. Our product portfolio spans six major categories - Oral Health, Vitamins, Minerals and Supplements (VMS), Pain Relief, Respiratory Health, Digestive Health and Therapeutic Skin Health and Other. Our superior brands - such as Advil, Centrum, Otrivin, Panadol, parodontax, Polident, Sensodyne, Theraflu and Voltaren – are trusted by more than one billion consumers and are recommended by health professionals around the world.

About Advil

Patients and doctors have relied on Advil to deliver powerful relief from several kinds of pain, including headache, muscle aches, minor arthritis and other joint pain, and backache for 40 years. Advil's line of products includes Advil Liqui-Gels, Advil Dual Action, Advil PM and Advil Tablets. To learn more about Advil, visit www.Advil.com.

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Media Contact

Samya France

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Advil Challenges Sports Culture's "No Pain No Gain" Mentality This Summer