Inspired by the pre-game tunnel walks that have become a moment of their own on social, we started exploring how the brand could show up in that space — in a way that felt fun, relevant, and true to Arby’s.

A few days later, the Arby’s social team resurfaced a TikTok from Sophie Cunningham that she posted back in April reviewing (and loving) Arby’s. With her backing her teammate Caitlin Clark, and her unapologetic vibe, we knew we needed to do something with her. We immediately started putting a pitch together and working out the details to bring this to life.

Fast forward to this past weekend: we got to shoot with Sophie in Chicago for an Instagram collab, and then watched as posts rolled in on X of her strutting down the tunnel in a “Hot Girls Eat Arby’s” tee. Fan clubs rallied behind it and we jumped in to keep the energy going live.

The result?
90K+ engagements on our IG collab with Sophie
14+ million views on X and Instagram combined
Earned media from USA Today, Sports Illustrated, Fox News, and more