#United States #Tampa #Henkel #U.S. Soccer #Alexi Lalas

Henkel Launches 'Henkel House' for Soccer Fans

Henkel has made a bold entry into the world of sports marketing by launching 'Henkel House', an interactive experience designed to engage U.S. soccer fans. Officially unveiled during the U.S. Men's National Team match against Uruguay in Tampa, Florida, this innovative initiative represents the brand's commitment to support fans both on and off the field.

An Immersive Experience
At 'Henkel House', fans can immerse themselves in various areas of their home, each showcasing different Henkel products that simplify daily life. This modular setup, featuring familiar settings like the kitchen, laundry room, and garage, allows fans to experience how Henkel's offerings play a vital role in their everyday victories. The immersive event aligns with Henkel’s ethos of 'Winning Starts at Home'—a mantra that echoes through its partnership with US Soccer.

During the experience, fans engaged in multiple activities focused on popular Henkel brands, including Dial®, Persil®, Loctite®, and göt2b®. Each brand has created a unique experience that not only entertains but educates fans about using their products effectively.

Activities and Attractions
One of the highlights of Henkel House was the Dial® Backyard, an engaging area where attendees could participate in a fun hand-washing activity. Participants applied UV lotion to simulate bacteria on their hands and used Dial's antibacterial soap to witness its powerful cleaning effect under a blacklight. The experience not only emphasized hygiene but added an element of fun with a bubble pit where fans could slide in and enjoy a unique photo opportunity.

In the Laundry Room, Persil® wowed attendees with a visual display showing how its detergent kept soccer jerseys looking fresh and clean. Fans had the chance to engage in a spin-to-win game to take home exclusive U.S. Soccer co-branded gear, further enhancing their connection with the brand and the game.

The Loctite® Built to Perform Garage area encouraged creativity, as fans could personalize their own giveaways with patches using Loctite products. This hands-on experience reinforced Loctite's reputation for creating a strong and durable bond—both in crafts and in soccer.

Additionally, the göt2b® Styling Station inspired fans to experiment with bold hairstyles, helping everyone get ready for gameday. Local stylists provided tips and product suggestions, ensuring fans left feeling confident and stylish.

Celebrity Engagement
The event was made even more special by the presence of U.S. Soccer legend Alexi Lalas, who shared his insights on the growth of soccer in the U.S. and engaged with fans throughout the event. His presence added an authentic touch, as he detailed the importance of having quality products like Henkel’s in maintaining gameday readiness. Lalas emphasized how valuable it is for fans to have a sense of belonging and support, reinforcing Henkel’s commitment to its customers.

Looking Forward
Henkel House is set to appear at select U.S. Soccer matches, providing fans across the country with similar immersive experiences leading up to the 2026 World Cup. By creating memorable interactions, Henkel aims to reinforce its brands' ties to sportsmanship and community. The company views this partnership not just as marketing but a chance to support soccer's growth in North America while enabling fans to feel connected to their teams.

As Jenny Schiavone, Vice President Corporate Communications, Americas at Henkel remarked, “Our partnership with U.S. Soccer is focused on supporting the exciting growth of the game in North America, and inspiring our customers and consumers.” This initiative reflects Henkel's strategy of fostering community through sports, an approach that could redefine fan engagement moving forward.

In conclusion, Henkel's foray into the realm of soccer is more than mere promotion; it’s a sincere attempt to connect with fans, making every soccer match a journey of victory, laughter, and lasting memories. As the countdown to 2026 begins, 'Henkel House' exemplifies how brands can create deep, meaningful relationships with their consumers, paving the way for success on and off the field.