World Cup champion and Olympic gold medalist Crystal Dunn knows a thing or two about assists. Over her 12-year career as a midfielder, she was on the receiving end of countless passes that led to defining, game-winning moments.
Now, in a new chapter as a mother, emerging style influence, and ambassador for the sport she helped grow, Dunn is redefining what an assist means. Off the field, she’s discovering that the most meaningful support often happens behind the scenes.
A Campaign Rooted in Purpose
Dunn is at the center of Haleon U.S.’s new For the Assist campaign in partnership with the U.S. Soccer Federation. The initiative, which also features Tyler Adams, highlights the unseen physical and personal preparation that fuels success.
“Throughout my career, I was on the receiving end of incredible assists,” Dunn told The Black Wall Street Times. “Now, as I step into my next chapter, the concept of an ‘assist’ is even more meaningful. It’s about supporting my family and community—and that starts with taking care of myself.”
The campaign emphasizes collective effort, spotlighting how preparation, wellness, and community all contribute to peak performance.
For Dunn, the campaign reflects her lived experience as an elite athlete.
“Everything about the For the Assist campaign is centered on supporting players so they feel ready and prepared to meet the demands of the game,” she said. “But it’s also about supporting the fan base and the community that uplifts athletes—from those in the stands to parents taking their kids to practice.”
She also underscored the importance of accessibility and representation in the sport.
“It’s important that brands uplift the communities that support players,” Dunn said. “At the grassroots level, the game needs to be accessible to everyone.”
Where Football Meets Fashion
Beyond wellness, the campaign introduces a limited-edition “Tunnel Walk Bag”—a cleat-shaped accessory designed by Andrea Bergart that blends fashion with function.
While tunnel walk fashion has long been a staple in leagues like the NFL and NBA, it’s only beginning to gain traction in soccer—a shift Dunn is eager to embrace.
A self-described “fashion girl,” she didn’t hold back her excitement. “I’m always going to invest in an accessory,” she said. “The bag is everything—it’s shaped like a soccer cleat. Showing up to games with something like that is such a fun way to represent and still look good.”
Beyond its style, Dunn emphasized its practicality, especially as a parent, noting that it fits everyday essentials with ease.
Life After the Game
Though she has stepped away from professional play, Dunn remains constantly on the move—and deeply connected to wellness.
“I’m chasing a four-year-old, taking him to school and activities—I’m always on the go,” she said. “The products I relied on as an athlete are still part of my daily routine. Taking care of my health doesn’t stop just because I’m no longer playing professionally.”
A New Era for Women’s Soccer
For Dunn, the campaign represents more than a brand partnership—it marks the beginning of a new phase defined by growth and exploration.
“What’s next for me is showing up, learning more about myself, and expanding my community,” she said. “I still get to support soccer and help push it forward.”
Looking ahead, she hopes initiatives like For the Assist reflect a broader cultural shift—one that recognizes athletes as whole people.
“People care about more than just what you do on the field,” Dunn said. “They care about the full athlete—the human being. Wellness, fashion, and sports are all intersecting now, and they no longer feel like separate worlds.”
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, where fans can win an array of soccer-themed prizes and experiences.
From April 1 to August 31, soccer fans can enter for a 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.
