The Delta Gamma x Back 70 Footwear collaboration was organized to increase engagement while prioritizing product visibility for an emerging footwear brand. From a marketing perspective, the focus was on showcasing the shoes as a core lifestyle element, aligning the activation with Back 70’s casual, campus-friendly positioning.

Content strategy centered on organic product integration, including styled Instagram posts, everyday wear around campus, and a group TikTok video that highlighted the shoes in a natural, social setting. By emphasizing real-life usage and consistent visual presence, the collaboration successfully amplified brand awareness and generated high-performing social content, including a TikTok that received strong viewership and engagement.