Why Is Nike Suddenly Part of Sorority Rush Season?
They’re “campus athletes.”
Nike, a long-time presence in college sports locker rooms, is making waves with a new approach. This back-to-school season, the athletic apparel giant has added sororities to its roster of "campus athletes." Six sororities at diverse colleges like South Carolina, Texas, and Arizona State participated in Nike-sponsored rush events throughout August.
The retailer supplied these sisters with the latest Nike gear, which they showcased in social media videos garnering millions of views. Prominent Nike banners were also featured in the videos, often set against the backdrop of the Greek Revival houses. Emily Johnson, Nike's college business director, explained that the company considers sorority members as "campus athletes," highlighting their cultural influence on college campuses.
The brand's new strategy differs from previous efforts, as no major sportswear competitors have followed suit. Johnson believes this is the start of a long-term relationship, noting that Nike is focused on creating lasting connections with these college athletes. While the specifics of the sponsorships remain undisclosed, the move marks a significant shift in Nike's engagement with college life.
Written by urgent.news from Front Office Sports's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
