Inside the increasingly branded world of RushTok

On Aug. 4, a Nike customization trailer pulled up outside Gamma Phi Beta at the University of Alabama. Inside were sneakers, fleeces, and other gear that members could personalize with sorority details. Outside, three videographers waited to capture the results.The event brought 150 women through the trailer, according to Campus Launch, the sorority-marketing agency that organized it. Soon, clips of members showing off their new Nike outfits began circulating online — including on my own F