Posted on July 24, 2025 by Neil Cole
Old Spice is leaping into Comic-Con International 2025 with an unforgettable offsite experience inspired by the legendary Man of Steel. In partnership with DC, Old Spice has created a fully immersive activation titled "Smell Like a Hero," set to run from Thursday, July 24 through Sunday, July 27 at Promenade Plaza, just outside the Hilton San Diego Bayfront.
At the center of the activation is the AR Crash Site Experience, a next-level augmented reality journey that invites fans to step into the aftermath of a mysterious meteor crash. From there, attendees are transported to the world of Krypton through an Old Spice-themed portal, where they'll enter the capsule, experience the cosmic environment, and emerge refreshed—powered by the bold new scent of the limited-edition Superman grooming collection.
Coinciding with this experience is the official launch of the Old Spice x Superman product line, featuring deodorant, body wash, and shampoo scented with "Bright Citrus & Cosmos." Designed to make fans "smell like a hero," the products capture the spirit of Superman while delivering Old Spice's signature confidence and charm.
The event also includes a rare opportunity to meet the Old Spice Guy himself on Friday, July 26. Fans can pose for photos and interact with the beloved spokesperson who has become synonymous with the brand's bold identity.
Visitors will also enjoy custom-designed photo stations inspired by classic comic book panels and cinematic Kryptonian landscapes, perfect for sharing their heroic transformation. Free samples of the Superman collection will be available while supplies last, and exclusive branded merchandise will be offered on-site.
Old Spice continues its tradition of creative, high-energy activations with this ambitious tribute to Superman. Combining pop culture, grooming, and immersive storytelling, the "Smell Like a Hero" experience promises to be one of the most talked-about attractions at Comic-Con 2025.
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English (US) · 