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Branded integrations at sporting events are usually forgettable affairs, with the sponsors seeming interchangeable and often unrelated to whatever they’re slapping their name on.
But it would be hard not to notice or remember Old Spice’s “Sweat Mop Boys,” who clean college basketball courts midgame using mops designed to look like sticks of Old Spice Pure Sport Plus antiperspirant and deodorant.
Developed by Wieden + Kennedy Portland, the branded boys made their debut last week in Seattle, as the Washington Huskies tipped off against the California Golden Bears.
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