Head & Shoulders Named Official Shampoo of MLS with Diego Luna Partnership

CINCINNATI–(BUSINESS WIRE)–Head & Shoulders, the world’s leading anti-dandruff shampoo, has entered the U.S. Soccer market with a partnership as the Official Shampoo of Major League Soccer (MLS). The collaboration, announced Tuesday, aims to highlight the importance of scalp care for athletes and fans alike.

The partnership was unveiled alongside a campaign featuring rising MLS star and U.S. International forward Diego Luna. The campaign will focus on maintaining focus and confidence on and off the field, with Luna appearing in television spots and digital content beginning this spring.

“Staying focused is one of the most important things for me when I’m on the field,” Luna said. “Between all my matches and travel I need my routine to be consistent so I appear and feel my best, with no distractions. That’s why I’m so excited to work with Head & Shoulders. They help me have one less thing to worry about so I can focus on helping my team win on the field.”

According to Omar Goff, North America Complete-to-End Commercial Leader for Head & Shoulders, the partnership extends beyond product endorsement. “Our partnership with Major League Soccer is about community, culture, and pride,” Goff stated. “Soccer in the U.S. Is powered by global roots and local passion, where diverse backgrounds shape the energy and identity of the sport. At Head & Shoulders, we’ve been fighting dandruff since 1961. Decades of proven science make us the go-to choice for players and fans alike, so nothing — not flakes, not itch — gets in the way of confidence.”

Head & Shoulders’ marketing materials emphasize the brand’s commitment to helping players maintain confidence and focus by addressing scalp health. The company states its products are designed to deliver proven protection and ensure hair is “match-ready.”

The announcement follows previous Head & Shoulders campaigns featuring athletes, including a collaboration with NFL player Aidan Hutchinson in October 2025, according to a post on Instagram. The brand also recently highlighted its support for MLS on social media, with posts appearing on Instagram and Facebook as recently as 22 hours prior to the official announcement.

Head & Shoulders, a Procter & Gamble brand, is used by 1.3 billion people in 140 countries. Consumers can find more information about the partnership and Head & Shoulders products at HeadandShoulders.com, or by following the brand on Instagram (@headandshoulders) and TikTok (@headandshoulders).