Humorist Gene Weingarten of The Washington Post called Battle Mountain, Nevada, the armpit of America. Instead of making a stink about the title, the local residents embraced it and started “The Festival In the Pit,” which includes a sweaty t-shirt contest, deoderant quick draw competition, and the selection of an "Arm Pit Queen." Winners get sticks of Old Spice and the company also sponsors highway signs that say “Make Battle Mountain Your Next Pit Stop.”