Arby’s Smoked Sweats

Few can deny the delicious, smoky smell of BBQ. So to get Arby’s new Real Country Style Rib Sandwich wafting in culture, we created a premium, heavy duty, 7-oz. cotton, made-in-the-USA sweatsuit, smoked low and slow by an Arby’s pitmaster in a Texas Smokehouse over real hickory wood.

We worked with photographer Justin Bettman to create a smokin’ streetwear fashion lookbook.

Sweat sets were delivered to Arby’s megafans and select influencers in vacuum-sealed PR packages, and accompanied by smokified care instructions, an Arby’s moist towelette, and a coupon for the Real Country Style Rib Sandwich.

2 drops sold out in less than 6 minutes,crashing the website twice. Within an hour of the first drop selling out, the sweats were going on eBay for $1000.

Here’s a nice lil video for even more context and results:

Smoked Sweats

Arby’s Smoked Sweats

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