Rocky Hill-based consumer goods manufacturer Henkel has partnered with U.S. soccer star Alex Morgan on a new marketing campaign timed to build excitement ahead of the 2026 international soccer tournament set to be hosted in North America.
The campaign centers on Morgan’s “Letter to a Soccer Nation,” a video message reflecting on how the sport shaped her life and encouraging fans to rally behind the U.S. teams. Morgan, a two-time World Cup champion with more than 220 appearances for the U.S. women’s national team, highlights the role of family routines and community support in building success on and off the field.
In the video, Morgan is shown using or standing alongside several of Henkel’s consumer brands — including Persil laundry detergent, Dial soap, Loctite adhesives and göt2b hair products — as part of everyday routines at home.
Henkel said the initiative is part of its broader partnership with U.S. Soccer Federation, which promotes several of the company’s consumer brands.
The campaign will also include social media promotions, fan giveaways and youth soccer initiatives aimed at expanding access to the sport. Henkel, which employs about 8,000 people in North America, reported roughly $6.5 billion in regional sales in 2024.
