Brands have collaborated with universities to release limited fashion collections. Adidas teamed up with Arizona State University to incorporate its school spirit into branded athletic wear, forming a long-term partnership intending to promote the college lifestyle to a wider audience. American universities are not short of collaborations, with Nike and Under Armour also key players in creating collegiate sportswear that can be worn on and off the pitch. Seasonal catalogue drops provide year-round wardrobe options, as well as enabling sharing opportunities on social media via new range pop-ups. People want to be the first to post their new gear online representing their team and certainly don’t want to be the only ones without it.

These campaigns expand the college exclusivity, creating a trend outside of college students alone. By collaborating with the globally leading sports universities, these campaigns help cement big names such as Nike, Adidas, and Under Armour as frontrunners in styles beyond functional sportswear.

What better way to approach the collegiate trend than to immerse consumers in the full campus experience? Travis Scott recently launched his apparel line ‘Jack Goes Back to College’, and toured it around various US universities, concluding at the University of Southern California. Attracting both students and those outside of education, this tour perfectly demonstrated how to showcase the collegiate style, while also providing meet-and-greet opportunities, resulting in high social media exposure.

Limited-time pop-ups ooze exclusivity, and some other brands have also made the most of this. Urban Outfitters launched their ‘Shift happens’ campaign in July, with a seasonal back-to-school theme aimed at reaching out to Gen Z and inspiring their fashion choices. By hosting on-campus pop-ups paired with digital campaigns, brands are covering more touchpoints, creating memorable experiences and building long-lasting relationships.