It’s August, which means three things: salt air and the rust on your door, my birthday and RushTok season.
At college campuses across the United States, PNMs, or potential new members, are getting ready to rush the sorority houses of their choice. What began as a Greek life tradition has since become a breakout TikTok phenomenon followed by people across the world who tune in mid-August for the outfits, the serialized drama and the near-real-time updates, ahead of the big reveal on “bid day.”
The two-week-long event has now become a big part of our lives, and by “our,” I’m talking about people with jobs, who graduated longer ago than they’d like to admit. And, as with most viral trends, it’s since become a lucrative opportunity for brands.
@lauraelizabethgraham idk I think we were cooler back then 🤷🏼♀️😂 #sorority #sororityrecruitment #rushtok #millenials #millenialsoftiktok
American Eagle has been quick out the gate this year. The retailer is working with five sorority chapters as part of its 2026 back-to-school campaign, the company told Glossy. That effectively transforms them into American Eagle content houses during recruitment. AE is also contracting individual members with online followings for paid content, event appearances and product gifting.
In a period of particularly intense influencer fatigue, young consumers appreciate brands partnering with “regular people” or nano-creators. Nearly three-quarters of Gen Zs say recommendations from their peers are more influential than those from influencers, celebrities or traditional marketing. This built-in relatability is what makes RushTok so impactful for brands.
@averykatherinewood WE ARE SO BACK🥹🥹🥹
Of course, campus marketing and ambassadors are nothing new, with brands long strategizing ways to build brand loyalty from college-age consumers, whose spending power is expected to grow to $12 trillion by 2030. In 1987, Red Bull started its Student Marketeers program, slipping cans into late-night study sessions. Later, brands including Bumble, Unwell and Alani Nu have evolved the campus ambassador playbook. Many are now zeroing in on RushTok as an annual springboard for their ongoing ambassador networks.
@drinkpoppi @Alix Earle living her best Texas life as your new sorority sister?! 😱 can you say ICONIC?! 🎉 #drinkpoppi #poppisoda #poppi #alixearle #ut... See more
Gen Z no longer wishes to be marketed at. They want to co-create with the brands they are organically talking about and already purchasing from. Last year, Poppi partnered with 14 sororities to create custom cans featuring their organizations’ colors and Greek letters. In 2023, jewelry brand Kendra Scott popped up at multiple colleges with giveaways and activations. Other brands built awareness by showing up strategically in the comments section of incoming students and sorority houses.
This year’s rush season, brands will get in front of millions of eyes and multiple audiences: sorority members, current and future PNMs and the rest of us hooked on the spectacle of it all.
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