Most everything above is pretty good advice- Slow it way down- HSS can't go slow enough. Good lubrication.
I realize the fancy drill bits have already been purchased, but the bits weren't the problem. The problem was just too much heat from too much RPM/SFM.
If this ever happens again. Stop what you're doing. Retouch the drill bit on any grinder. If you don't know how to sharpen a drill bit, I'm not joking, just stare at a good one for 10 seconds. make the dull one look like the good one. It's really basic to make a twist drill cut OK, no special machine required. Then go back to drilling, but run the drill as slow as possible with lots of pressure. Once you're cutting again- Through the hard spot you made- Stop and retouch that drill bit again. Because you just took the edge off again going through the hard spot.
Next January will be 20 years owning a machine shop for me. I like nice tools, but fancy drill bits don't make anyone better at drilling holes without a fair understanding of how a twist drill works. That is really all that is needed here.
And honestly, I have bought a number of the Lowes/HD/HF drill bits over the years when I needed a split point bit for hand drilling right now and I've found them to be pretty darn good drill bits most of the time.
My only drill bit suggestion that hasn't been mentioned here yet is if you need to buy twist drills from a real industrial supplier (like Mcmasters or MSC, whoever, don't buy Jobber drills. Jobber drills are almost never needed. Buy screw machine length drill bits. They are more controllable because they're shorter, cheaper, and something I notice is screw machine drills are generally higher quality than jobber drills at a given price point. Jobber drills are not used to actually make much. 99% of the time when you're buying a dozen drill bits for a real manufacturing process you're going to buy screw machine length drills because shorter is always better.