☕ Big-time rush
Brands are all in on sorority rush.
Marketing Brew <[email protected]>
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Morning Brew promotes the Marketing Brew Summit, offering 30% off tickets with code BREWDAY30. The newsletter also discusses RushTok, a social media phenomenon documenting sorority recruitment, and its growing brand presence. Brands like Poppi and Lucky Charms are leveraging RushTok to connect with college audiences and build lifelong brand loyalty.
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September 10, 2026
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Presented By
Sponsor Logo: Roku Ads Manager
It’s Thursday. It’s also day 10 of September, which means you’re exactly 30% through the month and 100% ready for a deal. Use code BREWDAY30 for 30% off tickets to the Marketing Brew Summit, taking place on Sept. 30 in NYC.
In today’s edition:
Bid Day, but branded 🎓
The other World Cup 🏀
Get those gains 💪
—Jennimai Nguyen, Alyssa Meyers, Jeena Sharma
SOCIAL & INFLUENCERS
A new chapter
A photo collage showing different sorority houses decorated with colorful streamers, banners and ballons from Poppi and Lucky Charms
Morning Brew Inc, Photos: @styleswithcaroline/TikTok, @shoppresleypaige/TikTok
In 2021, RushTok captivated audiences as PNMs (potential new members) posted their OOTDs (outfits of the day) that made their way to the FYP (For You page, though hopefully you already knew that one).
The initialism-laden social media phenomenon, which started largely at the University of Alabama before eventually spreading to college campuses across the country, documents the experience of sorority recruitment. It has skyrocketed otherwise unknown college-aged women to overnight influencer status and quickly earned a place on the internet’s cultural calendar, with RushTok videos generating billions of views every year.
Five years later, the phenomenon doesn’t seem to be going anywhere—and in fact, brand presence is increasing, further cementing rush’s off-campus influence. Beverage company Poppi has made repeat appearances during recruitment season, while newcomers like Lucky Charms, Kitsch, and Nike are signing on to the hype for the first time.
For brands, the sorority rush playground isn’t just about connecting with a college audience anymore. Rather, marketers we spoke to say it’s one of the best places to build both current cultural resonance and potential lifelong brand loyalists.
“Brands have evolved from being present to having an episodic, real commercial role in what rush looks like,” Christy Kelly, executive director of strategy and innovation at MMC, told us. “[Sorority women have] observed the brand integrations bubbling in the last couple years, and this year, we’ve seen these women grab it by the horns.”
Continue reading here.—JN
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Sponsored By Roku Ads Manager
Bigger isn’t always better
Sponsor: Roku Ads Manager
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SPORTS MARKETING
A different kind of promotion
Paige Bueckers and Caitlin Clark high five during Basketball World Cup game.
Maja Hitij/Getty Images
Soccer wasn’t the only sport with a World Cup this summer.
The US Women’s National Basketball Team is currently overseas in Berlin, competing for its fifth consecutive gold medal at the FIBA Women’s Basketball World Cup. And with the WNBA season on break to accommodate, basketball fans stateside can watch the tournament on Warner Bros. Discovery (WBD) platforms, including TNT, TBS, and HBO Max.
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