Old Spice is bringing Kryptonian-level freshness to San Diego Comic-Con 2025 with an immersive Superman-themed activation that’s literally out of this world.
In partnership with DC Comics, the grooming brand has created a limited edition Superman collection featuring deodorant, body wash, and shampoo with “Bright Citrus & Cosmos” scents. But the real draw is their interactive experience at the Hilton San Diego Bayfront’s Promenade Plaza.
The highlight? An AR crash site experience where fans can track a meteorite and unlock a portal to Krypton through Old Spice’s capsule transformation station. The goal: emerge “smelling like a hero.”
Comic-Con attendees can also snag exclusive Superman x Old Spice products, strike poses at custom photo stations, and on July 26 only, meet the legendary “Old Spice Guy” himself for interviews and photos.
The activation runs Thursday through Sunday (July 24-27) with public hours from 10:30am to 7:00pm daily.
