Old Spice Joins Forces with DC for Heroic Superman Experience at Comic-Con 2025

Look up, San Diego! Something super is crashing into Comic-Con 2025, and it smells like victory. In a heroic new partnership, Old Spice and DC Comics are debuting a bold, immersive activation inspired by the upcoming Superman movie — and yes, it includes limited-edition products powerful enough to make even Clark Kent take notice.

Set at the Hilton San Diego Bayfront’s Promenade Plaza, this unforgettable experience brings together cutting-edge AR, iconic characters, and a scent worthy of Krypton. Whether you’re a superhero-in-training or just looking to upgrade your grooming game, this is the activation you don’t want to miss.

🛸 AR Crash Site Experience
Start your journey by tracking a mysterious meteorite crash — the origin of Old Spice’s boldest scent yet. Through a custom augmented reality (AR) portal, fans will unlock a gateway to Krypton and transform inside the Old Spice capsule. The result? You’ll emerge equipped to “Smell Like a Hero,” with exclusive first access to the Old Spice x Superman product line.

💬 Meet the Old Spice Guy – July 26 Only!
He’s suave, he’s shirtless (probably), and he smells incredible. For one day only, the Old Spice Guy — aka “The Man Your Man Could Smell Like” — will be live at the event for interviews, photo ops, and content captures worthy of your Comic-Con feed.