RushTok first took off in 2021 when Bama Rush - sorority recruitment at the University of Alabama, which counts 36 percent of its student body active members of sororities - went viral.
The Pants Store gained national buzz from Bama Rush and RushTok in 2021... 'Web sales were out the roof. The Tuscaloosa store sales were out the roof,' she adds, recalling numbers upwards of 200 percent increase.
Since then, companies have found creative ways to get in on the rush season frenzy... a TikTok study found that users feel 73 percent more connected with brands when they interact with them on TikTok compared to other platforms.
Brand partnerships - like athleisure brand Gymshark and energy drink Prime's recent TikTok collab with Alpha Chi Omega at The University of Tennessee - have abounded.
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