The RushTok Marketing Blitz Has Officially Begun With a New Skims Launch
Skims, the apparel brand co-founded by Kim Kardashian, has launched a major new marketing campaign targeted directly at the RushTok phenomenon with its new Campus Collection, officially released on August 7, 2025.
RushTok, a viral TikTok trend, documents college students’ sorority recruitment experiences, particularly during Rush Week. This strategic timing aligns with the surge in content creation and consumption on TikTok.
The Campus Collection features dorm-ready basics designed for comfort and style during college activities like move-in and bid day. Items include baby tees, camis, zip hoodies, polos, and soft sweats, meant to be mixed and matched.
Skims’ campaign stands out by featuring real college students, including three from Alabama who gained fame through Bama Rush content. They are showcased as the “Class of 2025” in promotional materials and videos.
Within hours of the launch, social media was flooded with try-on hauls, GRWM videos, and behind-the-scenes clips. Trending hashtags like #bamarush and #campuscollection drove immediate attention and virality.
Skims built anticipation with Instagram teasers, and influencers on TikTok and Instagram showcased the collection, creating hype and media coverage on standout pieces.
This approach positions Skims as part of Gen Z culture, using authentic voices to create a sense of community. Future strategies may include campus ambassador programs and limited edition capsules.
Strategic Implications and Future Outlook
Skims’ decision to align its Campus Collection with the cultural phenomenon of RushTok reflects a broader strategy to tap into the rhythms and milestones of college life. By positioning itself as the “unofficial uniform of RushTok 2025,” the brand is not just selling apparel but embedding itself into the social fabric of Gen Z’s college experiences.
The campaign’s success could pave the way for future initiatives that deepen Skims’ connection with its target audience. One potential strategy is the launch of campus ambassador programs, which would empower students to become brand representatives, fostering a sense of ownership and community. Additionally, Skims may explore limited-edition capsules in school colors, allowing students to showcase their university pride while maintaining the brand’s aesthetic.
Another promising avenue is the continued integration of creator-driven content. As the back-to-school season progresses, Skims could collaborate with popular TikTok creators to produce more engaging content, such as styling tips, campus fashion trends, and behind-the-scenes looks at student life. This approach would further solidify the brand’s relevance within the RushTok community and beyond.
By leveraging the unique cultural significance of sorority recruitment and the broader college experience, Skims is effectively creating a new category in the apparel market. The brand is not just reacting to trends but actively shaping them, ensuring its place as a key player in the ever-evolving landscape of Gen Z fashion and culture.
Conclusion
Skims’ Campus Collection launch, strategically aligned with the RushTok phenomenon, marks a significant step in the brand’s efforts to connect with Gen Z culture. By leveraging the viral RushTok trend, Skims has successfully positioned itself as a key player in the apparel market, offering dorm-ready essentials that blend comfort with style. The campaign’s use of real college students, including those from Bama Rush, has created an authentic and relatable narrative, resonating deeply with its target audience. As the brand continues to explore future initiatives like campus ambassador programs and limited-edition capsules, Skims is well-positioned to further embed itself into the cultural fabric of Gen Z’s college experiences.
FAQ
What is RushTok and how does it relate to Skims’ Campus Collection? RushTok is a viral TikTok trend documenting college students’ sorority recruitment experiences during Rush Week. Skims’ Campus Collection is specifically designed to align with this trend, offering apparel that resonates with the style and spirit of these experiences.
What types of products are included in the Campus Collection? The collection features dorm-ready basics such as baby tees, camis, zip hoodies, polos, and soft sweats, designed to be mixed and matched for comfort and style during college activities like move-in and bid day.
Why is Skims targeting the RushTok trend with its marketing campaign? By aligning with RushTok, Skims aims to tap into the cultural relevance of sorority recruitment and college life, positioning itself as the “unofficial uniform of RushTok 2025” and embedding itself into the social fabric of Gen Z culture.
What future strategies might Skims explore following the success of the Campus Collection? Skims may launch campus ambassador programs, collaborate with popular TikTok creators, and release limited-edition capsules in school colors, further deepening its connection with its target audience.