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Features Trevor Noah, MLS club boot room refreshes, creator content, a collaboration with multidisciplinary artist Temi Coker and a traveling Boot Room Tour.
July 9, 2026
By: Lianna Albrizio
Associate Editor
As soccer in the US has its big moment, Febreze is taking on one of the game’s most relatable side effects: the stink.
In a new campaign called, “Can’t Wash This,” a soccer-inspired campaign is built on a simple truth: as the game grows, so do the gear piles, car rides, watch parties and soft surfaces that pick up odor, but can’t always go in the wash.
“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. “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.”
As the Official Odor Fighter of Major League Soccer, and with an anticipated 47 million new soccer fans expected following the World Cup in North America, Febreze is turning soccer’s growing fandom into a fresh reason to fight the rise in stink. The campaign features Trevor Noah, MLS club boot room refreshes, creator content, a collaboration with multidisciplinary artist Temi Coker and a traveling Boot Room Tour.Febreze-Integrated ContentThe campaign launches alongside new Febreze-integrated content from Noah during What Now? with Trevor Noah’s World Cup coverage. In a first for the podcast, Trevor went on location to film inside the Red Bulls New York actual boot room, the first time the show has left the studio for a brand integration. As a lifelong fan of the sport, he brings authentic passion to the campaign’s central question: what do you do with the gear and spaces that cannot always go in the wash?
“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. It’s exciting to see how soccer has taken over the US, and Febreze felt like a natural fit for that – a brand that plays an integral part in the soccer routine,” said Noah. “I had a blast recording at the Red Bulls New York Boot Room, and I can say firsthand: if your soccer gear is starting to smell like its own locker room, it’s time for Febreze Fabric.”
Febreze is also bringing Can’t Wash This to life with MLS clubs including LA Galaxy, FC Cincinnati, Red Bulls New York and Atlanta United through club boot room refreshes and behind-the-scenes team-shot content. To extend the campaign to fans, Febreze partnered with multidisciplinary artist Temi Coker on a scent-inspired boot and Boot Room installation that anchors the Febreze Boot Room Tour, a 40-foot by 40-foot traveling experience designed to show how Febreze Fabric fights odors and freshens hard-to-wash fabrics across soccer life, from the pitch to the ride home to the watch-party couch.
Fans can experience Can’t Wash This in person through the Febreze Boot Room Tour, a 40×40 traveling activation featuring a Temi Coker scent-inspired art installation and five interactive stations. Tour stops include:
July 17: LA Galaxy vs. LAFC, Los Angeles, 3:30 pm–7:30 pmJuly 25: MLS All-Star Fan Fest, Charlotte, 4 pm–10 pmJuly 26: MLS All-Star Fan Fest, Charlotte, 4 pm–8 pmAug. 18: New York City Pop-Up, Flatiron, 10 am–6 pmAug. 22: FC Cincinnati match, Cincinnati, 3 pm–6 pmAug. 29: Atlanta United match, Atlanta, 2:30 pm–8:30 pm
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