Of all the cliche sports mantras that have matriculated into broader society, “no pain, no gain” might be the most pervasive and unhelpful. While it may appear as a form of encouragement for athletes to fight through adversity to reach the next level, there is also an insinuation that a person should push their body beyond their comfort zone while injured and into potentially greater harm.Recognizing this toxic dynamic, Advil is challenging the time-honored phrase with the help of Jozy Altidore, a former star on the U.S. men’s national soccer team.Ahead of the start of the 2026 FIFA World Cup, the Haleon brand hosted an in-person activation in New York on Wednesday to unveil its Rewriting Pain initiative. The campaign’s tagline — “no pain, more gain” — offers a modern twist on a bygone philosophy about self-maintenance as an athlete, one that Altidore said he relates to while reflecting on his 16-year professional career.“That messaging is outdated, it’s not the right way. So this [campaign] resonated with me because I dealt with a lot in my career and have the opportunity to change that messaging,” he said. “This provides a lot of mental awareness as well as being able to tackle a couple of things that meant a lot to me. It made it really organic.”Source: Jack O’BrienDuring a media preview in the morning, Altidore advocated for all people — specifically coaches and parents — to reorient their thinking around physical pain in order to prioritize rest, recovery and treating injuries. Making the effort to remove the stigma around pain management, he added, is a long-term process but one that can have a demonstrative impact on the incoming generation of young athletes.To support this revamped messaging, Haleon is rolling out multiple marketing elements, including the pop-up pitch, billboards featuring Altidore’s likeness and the rewritten adage as well as creator-led social media videos. Natalie Halpern, senior director of marketing for Advil at Haleon, noted the connection between the desire to reduce pain felt by consumers in exercise of day-to-day life and Advil’s anti-inflammatory relief properties. She said the brand is focused on promoting a healthier dialogue centered on pain relief, self-care and body awareness. While the event related to the concerns of athletes, she said the same mentality should be shared by everyday people experiencing pain as well. “We’re here to help consumers understand this idea that they don’t have to push through pain,” she said. “This is an era where it’s important to recognize pain and you need to take care of yourself.” The campaign’s tie-in with the upcoming World Cup is fitting for Haleon, which has established a committed relationship with the soccer community, especially in the U.S.In late 2024, the consumer health company announced a multiyear partnership with the U.S. Women’s and Men’s national soccer teams and serves as the official consumer healthcare product partner of U.S. Soccer.In addition to his remarks about the partnership and a brief Q&A session, Altidore led dozens of journalists and influencers through three soccer drills – dribbling, first-touch and a penalty shootout. Halpern underscored the value of utilizing influencers to engage with the brand and promote its messaging across various online channels.“Embedding ourselves into culture is such a part of what we’re trying to do at Advil — finding those moments where we can continue to create that connection,” she said. “That’s where you develop that brand love and affinity for consumers that lasts.”This story first appeared on MM+M.