Dunkin’s Ben Affleck Super Bowl Merch Is Hot Now
Fans race to snag neon-orange and pink DunKings tracksuits after ad, sparking eBay bidding wars
By Suryatapa Bhattacharya and Victoria Albert
America may run on Dunkin’, but only sprinters got the coffee chain’s sold-out custom tracksuits.
The neon-orange and pink DunKings apparel worn by Matt Damon, Ben Affleck, and Tom Brady in a now-viral Super Bowl commercial went on sale Monday and disappeared in minutes, the company said. Dunkin’ then quadrupled its inventory, only to sell out again. A fuzzy pink bucket hat and DunKings tumbler, which retailed for $40 apiece, sold out, too.
The jacket and pants—which featured crown-topped donuts, gold flames and the Dunkin’ logo—retailed for $60 each. On eBay, bidding wars for the tracksuit topped $300 on Thursday...
...Dunkin’ didn’t detail how many items it sold, but said its initial run disappeared in 19 minutes. By Thursday afternoon, its additional inventory was down to only track pants in the smallest size. Hours later, the page was gone. A spokesperson for Dunkin’ said the company isn’t planning to restock the items.
Dunkin’ is the latest food brand to turn to fashion to generate buzz and sales. Kraft Real Mayo partnered with Juicy Couture in 2022 for a $150 limited-edition blue velour tracksuit meant as a nod to the early aughts. The New York-based fashion label Telfar had a $120 shirt collaboration with the burger chain White Castle in 2017. Canada’s Tim Hortons, a Dunkin’ rival, celebrated National Coffee Day last year with a limited-edition apparel collection. Panera Bread sold out of its $40 neon green BAGuette purse big enough to hold, well, a baguette...
...Dave Messinger, chief technology officer at Torc, an AI-based talent platform, couldn’t get his hands on a DunKings tracksuit. If the 47-year-old had gotten one, he said, he would’ve worn it to a friend’s wedding rehearsal dinner in March. “Hey, does this count as cocktail attire?” Messinger texted his soon-to-be married friend...
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