Among the extravagant themes and juicy drama that fills the air during sorority rush are the brands that want to get in on all of the action. With so many brands fighting for a chance to get featured on the social media pages of sororities across the country, it’s almost as if the brands are going through their own version of fall rush — with “bids” coming in the form of sponsored TikToks and IG posts. From apparel companies to Gen Z-favorite snacks, brands have been getting in on the recruitment fun by sending PR mailers and leaving cheeky comments on rush videos. But now, as competition to feature their names in rush content gets more heated, brands are getting even more creative with how and when to join in on the fun.
From local businesses to your favorite energy drinks, brands across the country run to sorority row every year in hopes of getting a moment in the PR spotlight. Even though RushTok has barely begun, my TikTok For You Page has already been flooded by these partnerships (making me jealous that I won’t be receiving any products this year, now that I’ve graduated and the sorority days are far behind me).
With RushTok coming in at full force, posts from a variety of brands are sure to sneak their way onto your social media feeds. Let’s dive into some of the most rush-worthy brand partnerships that have gone viral in recent days.
Nike
As if gifting monochromatic sweatsuits wasn’t enough, Nike set up a custom hoodie embroidery truck in front of the Alabama Gamma Phi Beta house this year. This interactive take on gifting products is such a unique and fun way to get attention from a wider audience — even I want a custom Gphi x Nike hoodie now! With newer athletic brands such as Gymshark and SET taking the spotlight with young women lately. Maybe this move signals a new, women-focused era for Nike, and if so, starting on sorority row is such a creative move!
Georgie
The energy drink brand flew in right in time for sorority rush, quite literally. Georgie ordered drones to drop packages of its energy drink assortment right into the backyard of Oklahoma Pi Beta Phi. From experience, caffeine is a necessity when it comes to sorority rush, so Georgie makes perfect sense as a rush brand partner.
Khloud
Khloe Kardashian’s protein snack brand getting into sorority rush wasn’t really on my 2026 bingo card, but I’m so here for it! Incorporating the brand’s protein chips into Alabama Alpha Delta Pi’s “Life Is Sweet” theme, blending the bright purple packaging of Khloud seamlessly into the whimsical candy decor surrounding the house. With proteinmaxxing being all the rage in 2026, I think it’s more than on theme for this protein snack to be featured this year.
Sunsoak
A smaller brand that was featured during rush 2026 is Sunsoak, a “bathleisure” brand that partnered with Oklahoma Gamma Phi Beta. Sunsoak introduced its towel wraps, hair scarfs, and scrunchies to a wider network of people by doing this sorority partnership, and I’m expecting to see even more bathleisure trending on sorority row going forward.
Dunkin’
Apparently America isn’t the only thing that runs on Dunkin’, but more specifically, sorority rush definitely does. Dunkin’ made its 2026 appearance on sorority row at the Alabama Delta Gamma house, and gave out samples of its new drinks in the cutest hologram cups (definitely giving 2016 vibes)!
Coconut Cult
Not only did Coconut Cult launch a new flavor specifically for rush, but the brand is also doing a whole “tour” to drop off this flavor to sorority houses across the country. The princess cake probiotic yogurt is the epitome of “on trend” for 2026 rush, since it combines gut health with the popular New York dessert taking over my social media (besides dot cakes of course).
Edikted
One of the first clothing brands to make its mark this rush season was an oldie but a goodie: Edikted has had a presence on sorority row for the past few years, but the brand still managed to make an eye-catching appearance once again. Providing new styles for the members of Alabama Gamma Phi Beta to wear for the different recruitment rounds and during work week was a great way to encapsulate the common “sharing my closet with my sorority sisters” trend.
FLRT
FLRT’s Elle Woods-inspired rush campaign, along with the brand’s PR gifting to many sororities, was so chic and nostalgic. I absolutely loved the way the energy drink company made its grand entrance into sorority rush.