Febreze Campaign Kicks Odors Throughout Soccer's Big Summer
As the "official odor fighter" of Major League Soccer, Procter & Gamble's Febreze is reminding the sport's enthusiasts that it can help tackle even the worst odors everywhere their washing machines can't — including on their gear and in their homes, cars or any other game-day spaces.
The brand's "Can't Wash This" campaign leverages the excitement surrounding FIFA World Cup 2026 events throughout North America this summer as consumers or their families play the game, carpool and host watch parties.
"At Febreze, we know odor does not only show up in obvious places. It follows people through the things they love, and soccer is no exception," Tyler Beck, P&G's vice president, North America Air Care, said in a news release.
Febreze partnered with Trevor Noah, host of the "What Now? With Trevor Noah" podcast, for the initiative that launched in early July. The comedian incorporated Febreze-integrated content during his World Cup coverage and went to the New York Red Bulls' boot room — soccer's version of a locker room — to film an episode, marking the first time the show was outside of the studio for a brand integration.
"It's exciting to see how soccer has taken over the U.S., and Febreze felt like a natural fit for that [as] a brand that plays an integral part in the soccer routine," said Noah. "I can say firsthand, if your soccer gear is starting to smell like its own locker room, it's time for Febreze Fabric."
Central to the effort is a 40-foot-by-40-foot traveling experiential marketing activation designed to engage consumers through club boot room refreshes and behind-the-scenes team-shot content.
Created by multidisciplinary artist Temi Coker, the Febreze Boot Room Tour features immersive, aromatic art installations that visually and olfactorily communicate Febreze's technology to visitors, including five hands-on stations that demonstrate how Febreze Fabric can freshen soccer cleats, jerseys and upholstery.
Tour stops include Los Angeles on July 17; Charlotte, North Carolina, for the MLS All-Star Fan Fest on July 25-26; New York on Aug. 18; Cincinnati on Aug. 22; and Atlanta on Aug. 29. The brand is encouraging consumers to share their experiences on social media throughout the events.
The "Can't Wash This" campaign is also being highlighted on Febreze-branded sites, on product displays in major retailers nationwide, on radio and streaming content, and through integrated promotions that tie into this summer's soccer fever.
