CINCINNATI--(BUSINESS WIRE)--Jul 6, 2026--
Soccer in the U.S. is having its biggest moment yet, and Febreze is taking on one of the game’s most relatable side effects: the stink. Today, Febreze announced Can’t Wash This, a new soccer-inspired campaign 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.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260706491395/en/
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 through a campaign featuring Trevor Noah, MLS club boot room refreshes, creator content, a collaboration with multidisciplinary artist Temi Coker and a traveling Boot Room Tour.
The campaign launches alongside new Febreze-integrated content from Trevor 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 ever left the studio for a brand integration. As a lifelong fan of the sport, Trevor 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 U.S., and Febreze felt like a natural fit for that - a brand that plays an integral part in the soccer routine,” said Trevor 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 40x40 traveling activation featuring a Temi Coker scent-inspired art installation and five interactive stations. Tour stops include:
“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.”
Febreze Fabric is available at major retailers nationwide both online and in-store, with an MSRP starting at $5.99.** To learn more about Febreze Fabric, visit Febreze.com.
*Source: Major League Soccer / Soccer United Marketing, 2026
**Pricing at the sole discretion of the retailer
ABOUT FEBREZE
In 1998, Procter & Gamble (P&G) gave households a breath of fresh air with the launch of Febreze®, known today as the preeminent brand for providing a fresh, craveable scent while tackling the toughest odors from fabrics and the air. Febreze® features a line of products with freshness capabilities that range from ridding pet odors and tackling sweat stink to decorating the home with scent and freshening on the go. Febreze® is one of the fastest growing brands in P&G’s portfolio of household brands and brings innovative products to market.
ABOUT PROCTER & GAMBLE
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.
Trevor Noah films Febreze campaign content for What Now? with Trevor Noah inside an MLS boot room, helping bring Febreze’s new “Can’t Wash This” campaign to life by spotlighting how Febreze Fabric fights odors on soccer gear and soft surfaces that can’t always be tossed in the wash.
A weeklong preliminary hearing for the man accused of killing conservative activist Charlie Kirk is set to get underway on Monday. Prosecutors will aim to show that they have enough evidence against 23-year-old Tyler Robinson to proceed to a trial. The hearing marks the most significant presentation of evidence in the case so far. After the hearing concludes, state District Judge Tony Graf must determine if the case should proceed.
Robinson is charged with aggravated murder in the assassination of Kirk on the Utah Valley University campus last September. Kirk’s parents and his widow, Erika Kirk, will attend the hearing, according to a person familiar with the situation who spoke on condition of anonymity because they were not authorized to speak publicly. It is the first time Kirk’s family will be in the courtroom with the man accused of killing him.
Here's the latest:
Erika Kirk has arrived at the Utah courthouse for the preliminary hearing of the man accused of killing her husband, Charlie Kirk.
Three men escorted her into the building several minutes before the hearing was expected to begin.
Charlie Kirk’s parents, Robert and Kathryn Kirk, arrived separately.
Armed officers with binoculars are on the roof of the courthouse where Tyler Robinson faces a key hearing in the fatal shooting of Charlie Kirk.
More officers are on the ground outside the courthouse. A drone was also flying overhead. Robinson’s defense team arrived at Utah County court with a dolly to move boxes of documents.
The focus of the hearing is whether there’s enough evidence to send Robinson to trial and whether the death penalty will be an option if there’s a conviction.
Shelly Juber, who lives nearby in Orem, got one of the 14 courtroom seats set aside for the public.
“I’m a trial watcher, true-crime enthusiast. … My grandson’s girlfriend was there the day it happened,” she said, referring to Utah Valley University.
For Tyler Robinson to be found guilty at trial, prosecutors will have to prove without any reasonable doubt that he killed Kirk. But the criteria for this week’s preliminary hearing are less strict.
Mark Kouris, who was a prosecutor and state judge in Salt Lake City, says there’s a low threshold for prosecutors to show the case against Robinson should proceed to trial.
“Effectively, it’s 51% — there’s a 51% chance they did it,” Kouris, now an adjunct professor at the University of Utah’s S.J. Quinney College of Law, said in an interview. “This standard is extremely low, and the chances of them not getting through it are, quite frankly, almost nothing.”
Charlie Kirk’s family thanked supporters for their kindness and prayers ahead of Monday’s preliminary hearing.
“Every court proceeding serves as a painful reminder of his death,” Erika Kirk, his widow, said in a statement posted on X, “and the loss that has irrevocably impacted our lives and the lives of his children.”
She added that the public outpouring “has sustained us during the darkest days of our lives.”
The statement was posted on behalf of Kirk’s parents, Robert and Kathryn, his widow and his sister Mary.
“Out of respect for the judicial process, we will not be commenting further at this time,” the brief statement said.
Erika Kirk forgave defendant Tyler Robinson during her husband’s memorial service in September.
“My husband, Charlie, he wanted to save young men, just like the one who took his life,” she said as she struggled to hold back tears.
“I forgive him because it was what Christ did. It is what Charlie would do,” she added.
Her declaration was an outlier among prominent conservatives, including President Donald Trump, who said in September on Fox News that he hopes Robinson gets the death penalty.
Erika Kirk took the helm of Turning Point USA, the conservative youth movement that her husband co-founded, shortly after her husband’s death.
She is expected in court throughout the week with her husband’s parents, Robert and Kathryn Kirk, according to a person familiar with the situation who spoke on condition of anonymity because they were not authorized to speak publicly.
State District Judge Tony Graf said recently that prosecutors violated his restrictions on talking outside the courtroom when Deputy Utah County Attorney Christopher Ballard told a media outlet his office had ample evidence to convict Tyler Robinson of killing Charlie Kirk.
Robinson’s lawyers argued the comments were intended to influence potential jurors. As a punishment, they wanted the judge to block prosecutors from seeking the death penalty.
But Graf said that was too severe, and that Ballard's comments weren’t malicious.
The judge said any potential bias issues could be addressed by expanding the jury pool or more closely questioning potential jurors when the case goes to trial.
Starting with today’s hearing, the focus of the case shifts to whether there is enough evidence for a trial and whether the death penalty is warranted, said Paul Cassell, a University of Utah law professor and former federal judge.
Cassell said evidence made public to date in court filings suggests prosecutors have “an overwhelming case.”
“This seems like the proverbial slam dunk at this stage of the case, where the only issue is whether there is a sound basis for moving forward with a trial on the merits,” he said.
A death sentence is an option in Utah only when a crime has aggravating circumstances. Prosecutors will argue in Robinson’s case that Kirk’s shooting endangered others in attendance.
Authorities have said DNA consistent with Robinson’s was found on the trigger of the rifle used to kill Kirk, the fired cartridge casing, two unfired cartridges and a towel used to wrap the rifle.
Robinson’s parents had confronted him after authorities released a surveillance photo of the suspect and details about the rifle, authorities have said. His parents convinced him to meet with a family friend, a retired sheriff’s deputy who reportedly helped arrange for Robinson to turn himself in.
Prosecutors have said Robinson left a note for his roommate, who was also his romantic partner, that read: “I had the opportunity to take out Charlie Kirk and I’m going to take it.” They also said he wrote to his roommate in a text message about Kirk: “I had enough of his hatred. Some hate can’t be negotiated out.”
Defense attorneys unsuccessfully sought to block prosecutors from using recorded statements from Robinson’s roommate during the hearing. The defense wanted the roommate to testify in person so Robinson could exercise his right to challenge the credibility of witnesses against him. Graf said the time for challenging witnesses would come later.
The proceeding will resemble a mini-trial, with prosecutors planning to offer DNA evidence linking Robinson to the suspected murder weapon, testimony from investigators, autopsy findings, witness statements and video of Kirk’s killing. They are not required to present all their evidence and can use secondhand information or hearsay.
After the hearing concludes, state District Judge Tony Graf must determine if the case should proceed.
Prosecutors need only demonstrate that there are reasonable grounds to believe Robinson killed Kirk. The standard is lower than for a trial, where prosecutors have to prove guilt “beyond a reasonable doubt.”
Charlie Kirk’s widow and parents are expected this week in a Utah court where prosecutors seeking the death penalty will argue that the man charged with killing the conservative activist should stand trial for murder.
The five-day preliminary hearing that starts today will be the first time members of Kirk’s family are in the Utah courtroom with defendant Tyler Robinson. The hearing will be livestreamed.
Robinson turned himself in after the shooting. Prosecutors allege that he also sent a text message confession to his partner and left a note saying he had an opportunity to kill one of the nation’s leading conservative voices, “and I’m going to take it.”
He has not entered a plea in the case, however.
Robinson, 23, is charged with aggravated murder in the Sept. 10 assassination of Kirk, who was addressing a crowd of thousands at Utah Valley University. His attorneys have not commented on his guilt or innocence.
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FILE - A well-wisher places flowers at a makeshift memorial set up for Charlie Kirk at Turning Point USA headquarters, Sept. 11, 2025, in Phoenix. (AP Photo/Ross D. Franklin, File)
FILE - Charlie Kirk hands out hats before speaking at Utah Valley University in Orem, Utah, Sept. 10, 2025. (Tess Crowley/The Deseret News via AP, File)
