Old Spice Delivers "Unrivaled Freshness" with Immersive Fan Experience at Super Bowl LX in San Francisco

The Greatest Smell in the NFL Unveils New Cologne-Infused Spice Alchemist and a New Upgrade to Swagger Scent, Ensuring Fans can Smell like Legends while Scoring Old Spice Swag and with a Chance to Win Super Bowl LX Game Tickets

CINCINNATI--(BUSINESS WIRE)--Old Spice, The Greatest Smell in the NFL, brings fans the “Unrivaled Freshness Experience” to San Francisco's Embarcadero Plaza as part of Super Bowl LX week festivities. Upon entering a 53-foot rolling fortress of freshness, visitors will walk through several interactive locker room scenes providing shareable photo moments and new Old Spice product showcases that will make them feel like they are about to step on the field on Sunday. Fans will get an in-person scent experience the moment they step into the trailer, featuring the new cologne-infused Spice Alchemist collection, alongside a pro-level upgrade to Swagger, and samples from Old Spice’s NFL Collection.

EVENT QUICK FACTS:

What: The Old Spice “Unrivaled Freshness” Immersive Fan Experience

Where: Embarcadero Plaza, San Francisco, CA (Near the Ferry Building)

When: Thursday, Feb. 5 – Saturday, Feb. 7, 2026 | 11:00 AM – 8:00 PM PST

Highlights: Debut of the skin-safe Spice Alchemist Collection and upgraded Swagger Signature Scent Control

Fans can also expect the chance to win Super Bowl LX game tickets! All fans who visit the Old Spice Experience and sign up for the Old Spice Clippership Club, the brand’s new reward-offering fan club, will be assigned a locker with great prizes including Old Spice product and even tickets to the game on Sunday. Fans can also expect to catch appearances by the iconic Old Spice Guy, Isaiah Mustafa and surprise player appearances.

“As the Greatest Smell in the NFL, Old Spice owns the playbook to smelling great and the long-lasting sweat and odor protection that athletes demand,” said Kate DiCarlo, Senior Director of Communications, Old Spice. “In San Francisco, fans will be wowed by plays on the field, but not before they experience Unrivaled Freshness that makes them feel like they can break the huddle and lead their team to the title.”

New cologne-infused Spice Alchemist makes its grand debut at the Experience, delivering Old Spice deodorants, body washes and body mists with scents that are preferred against $300 colognes. Available nationwide in February, Old Spice Spice Alchemist doesn't just save you money; it keeps you from fumbling your entire personal aromatic reputation.

Fans will also get the chance to sample new Old Spice Swagger with 24/7 Signature Scent Control, one of several Old Spice products that now include a scent meter enabling people to choose the level of scent they prefer. Old Spice will also highlight the popular NFL Collection.

The Old Spice "Unrivaled Freshness Experience" opens Thursday, February 5th through Saturday, February 7th from 11am PST to 8pm PST at the Embarcadero Plaza in San Francisco. Come for the immersive photo scenes that will instantly upgrade your social media profile, stay for the chance to win prizes, and leave smelling like a football man.

About Old Spice

Old Spice, an iconic grooming brand for more than 80 years, is the No.1 selling antiperspirant and deodorant brand for men in the United States. As a category leader, Old Spice offers pro-level performance across a men’s grooming ecosystem including antiperspirants, deodorants, body washes, body sprays, shampoos, and hair stylers. Old Spice is the authority on the complete men’s grooming regimen. Follow Old Spice's social channels: Instagram, TikTok, Facebook, YouTube, and X.