Retail, Hospitality, and Tourism Management

The University of Tennessee, Knoxville

The Rocky Top Institute

“Don’t just sing it….Live it!”

spirit collection750X425 The UT Spirit Collection is for all who have a passion for the Vols!

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 bet, checkerboard and daisies are University of Tennessee Icons that are 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 Rocky Top Institute was established in 2011 as a partnership between the Bryant family and the University of Tennessee to develop the Rocky Top brand. Students in the University of Tennessee’s Retail and Consumer Sciences program develop Rocky Top 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 the University of Tennessee, 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 lead 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 great items at:

Kroger     The Vol Shop

Visit Knoxville     Walgreens

The Commons Campus Walmart

And Available Soon Online!

Ann Fairhurst

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


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The University of Tennessee, Knoxville. Big Orange. Big Ideas.

Knoxville, Tennessee 37996 | 865-974-1000
The flagship campus of the University of Tennessee System and partner in the Tennessee Transfer Pathway.