The brand is launching Rewriting Pain, a new campaign and partnership with soccer legend Jozy Altidore to redefine what strength looks like
Key Takeaways:
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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.
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New research commissioned by Advil reveals 87% of current and former everyday athletes agree sports culture treats pain as a necessary part of success.
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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forward and successful investor and entrepreneur, Jozy Altidore is partnering with Advil to encourage people to rethink outdated attitudes around pain, recovery and performance.
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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.
WARREN, N.J., June 09, 2026–(BUSINESS WIRE)–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.
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:
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79% of athletes say phrases like “push through the pain” can encourage athletes to ignore body signals
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86% believe these phrases can put long-term health at risk
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78% admit they've played through pain to avoid letting others down
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87% agree that sports culture treats pain as a necessary part of success
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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.
