• by Sarah Mahoney , Yesterday

Febreze is looking to capitalize on America's current World Cup mania by launching a new "Can't Wash This" soccer campaign starring Trevor Noah. Febreze-themed content shot inside the New York Red Bulls' actual boot room marks the first time "What Now? with Trevor Noah" has left the studio for a brand integration.

“I have loved soccer my whole life, and I've been covering this World Cup all summer on 'What Now? with Trevor Noah' because I genuinely love this game,” Noah said in a statement. “It's exciting to see how soccer has taken over the U.S., and Febreze felt like a natural fit for that — a brand that plays an integral part in the soccer routine."

Noah's soccer fandom is well documented and long-running (he's widely reported to be a devoted Liverpool supporter), which gives the integration more grounding than a typical celebrity tie-in.

The campaign leans into an overlooked side effect of soccer fandom: More players means more stink. Procter & Gamble's air- and fabric-care brand points to an estimated 47 million Americans becoming new soccer fans during the current tournament, and it's positioning itself to catch their odor problem before it starts, through a new partnership with Major League Soccer, where it now holds the title of official odor fighter of MLS.

Febreze is extending that role directly into MLS clubs, partnering with LA Galaxy, FC Cincinnati, Red Bulls New York and Atlanta United on boot room refreshes, with each club shooting behind-the-scenes content in the freshly Febreze-treated spaces. The effort isn't confined to team facilities, either — Febreze is framing cars, couches and fan spaces as fair game, given where fandom (and its smell) actually lives.

On the experiential side, Febreze tapped multidisciplinary artist Temi Coker to create a scent-inspired boot and Boot Room installation, which anchors a 40-by-40-foot traveling activation featuring five interactive stations. The Boot Room Tour kicks off in Los Angeles before heading to Charlotte, New York, Cincinnati and Atlanta..

“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,” said Tyler Beck, vice president, North America Air Care, Procter & Gamble, in a statement. “As the game grows, Febreze Fabric is there for all of life's ‘Can't Wash This’ moments, helping fight odors and freshen the gear, fabrics and spaces that make soccer life feel lived in.”