For years, college athletes have been leading the NIL (Name, Image, Likeness) gold rush, turning their on-field talent into endorsement income. But another group of students is suddenly proving to be powerful for brands: sorority women.
Fueled by TikTok’s “RushTok” phenomenon, sorority recruitment has become a marketing spectacle where viral videos can launch undergraduates into the influencer stratosphere.
Sorority members and those bidding for pledges have built a social media industry of fans following these intriguing women.
Brands aren’t just sponsoring individuals — they’re targeting entire chapters. Poppi soda distributed 430,000 customized cans to Greek organizations this fall, while Anastasia Beverly Hills has provided free products to thousands of sorority women nationwide. Some sororities now even designate “brand coordinators” to manage the stream of sponsorships and product placements flooding into their houses.
What makes this shift so compelling is the scale and cultural influence. Sorority recruitment has always been high-stakes on campus, but TikTok has transformed it into a global stage, where millions tune in to watch outfits, dances, and personalities unfold in real time. For marketers chasing Gen Z, it’s become a perfect pipeline: authentic, viral, and deeply tied to community identity.
(Many of the athletes we manage are also members of sororities.)
Sorority women are redefining the influencer economy. Their viral rush videos are no longer just about pledging a house — they’re about building brands, paying off student debt, and shaping the next wave of social-media marketing.
While athletes have greater reach and influence, expect sororities and sorority women to have a growing impact on brand marketing and sales to Gen Z and slightly younger generations.
Arizona State University senior Quinn Davis, center, started getting requests from brands after starring in a dancing video for her sorority.
Fall officially has begun
While it seems like we’re weeks into fall because of the sports calendar, fall has actually officially begun.
Halloween season begins in early September with the December holiday prep already underway and Thanksgiving is in there somewhere.
Let’s get into this week’s newsletter.
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Angel Reese’s First Reebok Signature Shoe Sells Out in Hours
Reebok has struck gold with Angel Reese’s first signature shoe. The WNBA star’s debut sneaker, the Angel Reese 1, officially launched Thursday in three colorways — “Mebounds,” “Diamond Dust,” and “Receipts Ready” — and sold out within hours on Rebbok.com.
The sell-out moment capped the premiere of Reebok’s “Fuel” campaign, which highlights how Reese has transformed criticism into motivation both on and off the court. Averaging a double-double this season with the Chicago Sky and boasting more than 5 million Instagram followers, Reese has become one of the league’s most visible and marketable athletes.
The $120 sneaker features Reese’s logo, Reebok’s Energy Return System technology, and a molded TPU upper inspired by her strength and elegance. Backed by Reebok Basketball President and fellow LSU alum Shaquille O’Neal, the Angel Reese 1 marks both a milestone in her career and a bold statement for Reebok’s return to the basketball spotlight.
Angel Reese and her Rebook shoe line.
Quick Hits
USC is reported to pay $15 million of its $20 million NIL athletic funds to football players including $120,000 to each recruit. (USC Annenberg Media)
North Carolina men’s basketball player Seth Trimble bought a Ben & Jerry’s ice cream franchise with his NIL earnings (SI.com)
Ohio State wide receiver Jeremiah Smith has teamed up with KeyBank to launch The KeyBank Financial Playbook, a social-first campaign blending his on-field star power with financial literacy education. The partnership gives KeyBank exclusive NIL rights in the banking category while positioning Smith as both a football phenom and community role model. (On3)
Overtime
Hope you’re enjoying the Game Changers newsletter.
Brought to you by Eric Wein from Athletes Endorse, a Los Angeles-based agency that creates sales-driven athlete marketing campaigns, with a money-back guarantee in under 30 days.
Email: [email protected]
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Until next week,
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