Advil Challenges Sports Culture’s “No Pain No Gain” Mentality This Summer
Haleon’s Advil brand launched the 'Rewriting Pain' campaign, partnering with soccer legend Jozy Altidore to challenge the 'no pain no gain' mentality in sports culture. The initiative is supported by new research from Wakefield Research, which found that 87% of everyday athletes agree sports culture treats pain as a necessary part of success.
Key figures
- Survey sample size
- 1000
- Played through pain
- 78%
- Push through pain risk
- 86%
- Pain as success agreement
- 87%
- Continued sport despite pain
- 80%
AI analysis
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