SHERIDAN, WYOMING – July 24, 2025 – Comic-Con attendees are in for a supercharged sensory experience as Old Spice teams up with DC’s Superman™ to launch a one-of-a-kind “Fresh Landing” at this year’s San Diego Comic-Con. Running from July 24 through July 27, this immersive pop-up fuses intergalactic scent power with comic book legend, giving fans the chance to literally Smell Like a Hero.
A Pop-Up Experience That’s Truly Out of This World
Set at the Hilton Bayfront’s Promenade Plaza, the “Fresh Landing” brings Old Spice’s new advertising spot, Smell Super, to life. Fans can step into a towering 12-foot-tall space capsule and experience their own superhero transformation. After walking through origin story-inspired moments, they’ll receive a full-size Old Spice product, delivered straight from the “Smell Like A Hero” button.
But that’s just the beginning. The activation also features:
- Superman™-themed photo ops
- Heroic swag giveaways
- A live appearance by the iconic Old Spice Guy
- Non-stop scent-powered confidence boosts
“We developed the Old Spice x Superman™ Collection to go beyond a grooming routine and become a way for guys across the galaxy to unleash their inner hero. We’re thrilled to partner with DC to help convention-goers and local fans smell like the Man Of Tomorrow™ they want to be,” said Kate DiCarlo, Senior Communications Director for Procter & Gamble’s Personal Care Portfolio.
Comic-Con’s “Freshest Hero” Will Rise
Old Spice is also turning up the fun with a brand-new Comic-Con Masquerade category: Freshest Hero. This award honors a cosplayer who not only nails their look but also radiates peak confidence and charisma — and, of course, superior freshness. The winner will earn bragging rights and a full set of Old Spice x Superman™ Collection grooming essentials.
Navigate Comic-Con Like a Hero with Augmented Reality
Fans in San Diego’s Gaslamp District won’t need super senses to find the fun. Old Spice is launching a citywide Augmented Reality experience. By scanning QR codes scattered throughout the area, users will be guided directly to the Fresh Landing site and can snap a superhuman selfie once they arrive — making the hunt for freshness feel like its own comic book mission.
Heroic Grooming Essentials Now Available Nationwide
The limited-edition Old Spice x Superman™ Collection is more than a convention exclusive — it’s available now at major retailers across the U.S. Featuring the scent of Bright Citrus & Cosmos, the collection includes:
- Aluminum-Free Deodorant Stick – Long-lasting freshness to fight odor (and villains).
- Antiperspirant Stick – Tough on sweat and odor, all day long.
- Aluminum-Free Body Spray – Eliminates odor-causing bacteria with every spray.
- Body and Face Wash – Rich lather that leaves skin clean and heroically scented.
- Shampoo – Moisturizes and refreshes hair daily with a scent worthy of a cape.
Also available: special DC-inspired fragrances for Aquaman (Fresh Ocean & Seastorm) and Batman (Black Cherry & Nightfall). Prices start at $7.97, with availability determined by participating retailers.
SHIELD Your Senses and Embrace Your Inner Hero
Whether you're walking the convention floor or gearing up for daily life, the Old Spice x Superman™ Collection delivers confidence and freshness that’s fit for a superhero. Don’t miss the chance to experience it live — or grab your favorite products while supplies last.
Learn more at oldspice.com