Skip to content Skip to main navigation Report an accessibility issue
Rocky top students sitting at bleachers

The Rocky Top Institute

“Don’t just sing it….Live it!”

The UT Spirit Collection was created to show our pride in the University of Tennessee and is inspired by the university traditions and Volunteer spirit. Power T, orange and white, basketball net, checkerboard, and daisies are University of Tennessee icons featured in the paisley designs. The names for the bags are well-known campus landmarks.

The Rocky Top Institute provides students with experiential learning opportunities in areas such as product development, brand management, and marketing, while strengthening their leadership, creativity, and business skills.

The institute was established in 2011 as a partnership between the Bryant family (Felice and Boudleaux Bryant were the writers of “Rocky Top.”) and the University of Tennessee to develop the Rocky Top brand. Students in the Retail and Consumer Sciences program develop student-designed products and have the responsibility to strategically grow the brand. Royalty proceeds from the sale of Rocky Top products are divided between the Bryant family and UT, with the university’s portion directed to the Pride of the Southland Band and the Retail and Consumer Sciences program. These funds support scholarships, fellowships, and institute projects.

Mission Statement

To offer consumer branded products led by student involvement focused on three main points: the “Rocky Top” song essence, products designed by students, and giveback proceeds that go towards student academic initiatives.

Rock Top Institute Sign


Look for these items at:

The Vol Shop
Visit Knoxville
University Commons


Official “Rocky Top” Lyrics

Myra Loveday
Associate Director
865-974-5236 (fax)