“Don’t just sing it….Live it!”
The UT Spirit Collection is for all who have a passion for the Vols!
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.