Solo Stove "Squashes the Beef at the Big Game," Turning Rivalries into Connection Over Fire and Food
Rhea-AI Summary
Solo Stove (NYSE: SBDS) is activating a Super Bowl–week campaign called "Squash the Beef", bringing its smokeless fire pits, pizza ovens, new Steelfire™ 30 Stainless Griddle and Windchill™ A/C misting cooler to the Players Tailgate on Jan. 29, 2026.
The event features live griddle cook-offs, celebrity chefs, NFL personalities, an online contest at SquashTheBeef.SoloStove.com, and a donation program to Seattle Food Lifeline and The Greater Boston Food Bank.
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Key Figures
Market Reality Check
Peers on Argus
SBDS was down 4.28% while momentum peers like YJ and WBUY showed gains and sector peers had mixed moves, indicating a stock-specific move rather than a coordinated sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 26 | Preliminary results update | Positive | +43.1% | Preliminary Q4 results showing higher Adjusted EBITDA and covenant compliance. |
| Dec 22 | Capital structure change | Positive | +4.9% | Corporate simplification to single share class and reduced TRA-related cash outflows. |
| Nov 10 | Investor conference plans | Neutral | +11.4% | Announcement of participation and 1x1 meetings at a major investor conference. |
| Nov 06 | Quarterly earnings report | Negative | -31.4% | Q3 2025 results with sharply lower net sales and significant net loss. |
| Oct 24 | New product launch | Positive | +2.9% | Launch of Infinity Flame propane fire pit with premium pricing and specs. |
Recent history shows SBDS price movements typically align with the tone of news, with strong reactions to financial updates and more modest moves on product and corporate announcements.
Over the last few months, SBDS has reported mixed fundamentals alongside active corporate and product developments. Q3 2025 earnings on Nov 6 showed sharply lower net sales and a sizable net loss, and the stock fell 31.35%. Subsequent news on an investor conference and corporate simplification in Nov–Dec 2025 saw positive price reactions. Preliminary Q4 2025 results released on Jan 26, 2026 drove a strong 43.09% gain, underscoring sensitivity to financial and balance-sheet updates. Today’s brand campaign fits into the product and marketing narrative rather than financial restructuring.
Market Pulse Summary
This announcement showcases SBDS’s strategy of leveraging marquee events to spotlight its Solo Stove lineup, including smokeless fire pits, pizza ovens, and the new Steelfire™ griddle. It reinforces the brand’s positioning across four outdoor lifestyle labels and builds on recent product launches highlighted in prior news. In assessing impact, investors may track whether such high-visibility campaigns help offset earlier revenue pressure and support broader omnichannel growth initiatives.
AI-generated analysis. Not financial advice.
From the Big Game to backyards across America, Solo Stove proves fire has a way of bringing people together—one smash burger at a time.
At the center of the activation is Solo Stove's new high-performance Steelfire™ Griddle. The brand will invite rival fans, NFL personalities, chefs, and everyday people to "Squash the Beef"—a game-day experience rooted in fire, food, and smash burgers. People are invited to put their beefs on the table—literally—by smashing patties and settling differences over the flame. From chefs going head-to-head with competing griddle recipes to NFL players squashing fan-submitted beefs live on stage, the experience gives attendees a hands-on way to turn rivalry into connection. The Solo Stove event, hosted by sportscaster Ashley Haas, will also feature cooking demos by top celebrity chefs, bringing an elevated spin to favorite tailgate recipes that fans will love.
As part of the campaign, Solo Stove will extend the experience online to fans at home. To enter, anyone is invited to share not only their beefs, but also their favorite tailgate recipes and backyard watch-party setups at SquashTheBeef.SoloStove.com for a chance to win the ultimate tailgate package, featuring the Solo Steelfire™ Griddle and chef-grade cooking accessories.
"The Big Game is one of the biggest gatherings of the year, and we wanted Solo Stove to be right at the center of it," said Liz Vanzura, Chief Marketing Officer at Solo Stove. "We're bringing our full backyard lineup—from world-class smokeless fire pits and pizza ovens to the new Steelfire™ Griddle and new Windchill™ A/C misting cooler—to show fans what's possible when you tailgate with Solo Stove."
Solo Stove will be extending the campaign beyond the Players Tailgate:
- Delish Game Day Showdown: In partnership with Delish, renowned celebrity chefs will go head-to-head on the Steelfire™ Griddle in a culinary showdown.
- Big Game S'moredown: Onsite, fans and legends alike are invited to taste
Seattle - and New England–inspired s'mores creations, with guests voting for the ultimate winner just before the two teams take the field. - Tailgate Gear Online: On Solo Stove's website, fans can shop tailgate-ready products like the Tailgate Cookout Kit and portable Vista Projector Screen, as well as fire pits, griddles, and pizza ovens to build the ultimate watch-party setup.
- Smashing Hunger: Following the event, Solo Stove will make a donation for every beef submitted to Seattle Food Lifeline and The Greater Boston Food Bank, turning game-day fun into a force for good.
With "Squash the Beef," Solo Stove is combining fire, food, and old-fashioned rivalries to prove that even the biggest beefs can be settled when everyone gathers around the same flame. It's all part of Solo Stove's belief that the best moments happen when people come together in a backyard state of mind.
About Solo Brands
Solo Brands, headquartered in
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SOURCE Solo Stove
FAQ
What is Solo Stove's "Squash the Beef" activation at the Players Tailgate for Super Bowl 60 (SBDS)?
How can fans enter the Solo Stove "Squash the Beef" contest online for SBDS?
Will Solo Stove (SBDS) donate to charity as part of the "Squash the Beef" campaign?
Which Solo Stove products are being highlighted at the Super Bowl Players Tailgate (SBDS)?
Who is hosting Solo Stove's "Squash the Beef" event and which partners are involved (SBDS)?
