Based on the belief that recognizing pain and talking about it is the first step toward finding effective relief, Tylenol created PainTalk with soccer legend Mia Hamm. This national platform brings conversations about pain into real-world settings, including NWSL games, as Tylenol is the Official Pain Reliever of the NWSL. "For a long time in sports, talking about pain was seen as a weakness," said Mia Hamm, gold medalist, international tournament champion and Hall of Fame inductee. "But the game has evolved, and so should the way we think about taking care of our bodies. By collaborating with Tylenol on PainTalk, I want to help empower the next generation of athletes and fans to speak openly about pain and take care of their bodies—so they can keep doing what they love."
Tylenol is also bringing PainTalk to life through in-stadium activations, #PainTalk content on social media, and an Athlete Recovery and Care Commitment Grant with the Women's Sports Foundation.
What's Driving This Trend
- Open Pain Conversations
- Public dialogue around pain management is reshaping wellness marketing by normalizing vulnerability and creating space for brands to build trust through health-centered storytelling.
- Athlete-led Health Advocacy
- Elite sports figures are becoming credible messengers for personal care education, offering consumer health companies new pathways to connect performance, recovery, and everyday wellbeing.
- Stadium-based Wellness Activations
- Live sports venues are evolving into experiential health platforms where fans can engage with care-focused campaigns in culturally relevant, high-attention environments.
Who This Affects Most
- Consumer Healthcare
- Pain relief brands are expanding beyond product claims into education-led platforms that position everyday treatment as part of a broader self-care conversation.
- Sports Marketing
- Partnerships with leagues and athletes are giving sponsors deeper relevance by linking brand presence to athlete wellness, fan participation, and social impact.
- Women’s Sports
- Growing investment in women’s leagues is creating differentiated sponsorship models that combine visibility, community health initiatives, and athlete-centered recovery support.
