Tide Newsroom

Soccer superstar Christine Sinclair celebrates everyday athletes with launch of Tide® plus Febreze Freshness Sport™

New detergent fights tough stains and odours in performance apparel while cleaning every load


Tuesday, October 23, 2012 7:00 am EDT


"Introducing kids to sport and celebrating everyday athletes is something I am truly passionate about"

TORONTO--(BUSINESS WIRE)--Whether you’re a little leaguer or a professional, playing in your backyard or on the world stage, all athletes want to look their best come game day. Today, Tide® introduces Tide plus Febreze Freshness Sport™, a new detergent designed to help remove tough stains and odours from sports apparel.

No one understands the importance of looking and feeling your best during a game than soccer superstar and homegrown hero Christine Sinclair.

“I spend hours on the field training each day so keeping my workout gear clean and fresh can be a challenge,” said Christine Sinclair, captain of the Canadian Women’s Soccer team. "I'm so appreciative that Tide has found a solution to help keep Canadians looking and smelling their best, whether they’re on the soccer field or the tennis court.”

While recent advances in clothing technology have yielded lighter, more comfortable workout wear, the same fibres that keep you cool and dry can also trap tough dirt and odours. Tide plus Febreze Freshness Sport leaves your active wear smelling fresh, eliminating the need to purchase specialty products or launder active wear separately, as it works well on active clothing as well as regular loads. Additionally, the technology in Tide plus Febreze Freshness Sport releases freshness as you move.

“In a recent survey commissioned by Tide, two-thirds of Canadians surveyed said sweat stains and smell were the most difficult challenges they faced when cleaning their active wear – even over hard to remove stains like grass,” said Gord Meyer, Marketing Director, P&G Canada. “Tide plus Febreze Freshness Sport was specifically designed to help address these challenges, ensuring Canadians can feel confident in their workout gear.”

The survey also revealed that 40 per cent of Canadian adults are active three or more times per week. To celebrate these everyday athletes, Tide Sport and KidSport Canada are partnering to encourage Canadians to stay active. Together, KidSport and Tide will donate 4,000 bottles of Tide plus Febreze Freshness Sport™ to families across the country to help active Canadians keep their active wear looking and smelling its best.

“Introducing kids to sport and celebrating everyday athletes is something I am truly passionate about,” said Christine Sinclair. “Tide celebrates everyday athletes and helps them look and feel their best.”

Tide plus Febreze Freshness Sport will be available nationwide for the suggested retail price of $8.99 for 30 loads, $15.99 for 60 loads, respectively. Actual prices are at the sole discretion of individual retailers.

About Procter & Gamble

P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About the Survey:

For the study, a national sample of Canadians 18 years of age and older was randomly selected from TNS Canada’s Internet research panel and invited to complete an online survey. In total, 2003 adults completed the questionnaire between Aug 30th and September 10, 2012. The survey data were weighted to reflect the demographic distribution of Canadian consumers.


Procter & Gamble
Corinne Durieu
Citizen Optimum
Sean Citrigno