Geekiness is getting a makeover! The geeks, weirdos, and nerds who once stood at the fringes of consumer culture now find themselves at the center. In a poignant inversion, Dungeons & Dragons—a game once renown for its supposedly dark and cultish fanbase—has become mythic. It gives all of us who have once loved it the feels along with warm nostalgic memories. As our consumer culture reorients to position games at its center, the center disciplines and norms the fraught geeky bodies which were once positioned at its margins. Tellingly, Old Spice has designed a character class for Dungeons & Dragons: “The Gentleman.” Through this class they articulate their vision of the ideal geek, a cosmopolitan Dungeons & Dragons player who not only role-plays a gentleman in the game, but also has taste in deodorant outside of it. Old Spice uses “The Gentleman” as a metaphor for the geek they seek to deodorize and transform, and prompts us to consider how deodorant is both metaphor and method for how consumer capitalism incorporates bodies and brands into the patriarchal logic of consumption.