Old Spice and DC Unleash Heroic Freshness at San Diego Comic-Con
SHERIDAN, WYOMING – September 23, 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: