Instagram was founded in 2010 by Kevin Systrom, whose original idea was an app called Burbn to share plans, photos, and check-in (Blystone 2021). Systrom and his new partner, Mike Krieger, wanted to develop an app based on sharing images, like Burbn but with the interaction capabilities of social media similar to those of Facebook. Through the combination of the word’s instant and telegram, they launched what we now know as Instagram. Many companies use Instagram to market their brands to the public, as social media can reach a larger audience than traditional modes of advertising like television.
Nike is an athletic clothing brand founded in 1964 and is based in Oregon. They have become one of the most well-known brands out there. Their mission statement is about expanding human potential; they do this by “creating groundbreaking sport innovations, by making [their] products more sustainably, by building a creative and diverse global team, and by making a positive impact in communities where we live and work” (Nike).
Another well-known brand is Under Armour, founded in 1996 by CEO Kevin Plank. Starting his business in his grandmother’s house, the company’s big success is due to how Plank used “breakthrough technology, celebrity endorsements, and clever product placement to make Under-Armour a force in the athletic-apparel industry” (Baer 2015).
Lululemon is a yoga-inspired athletic brand for both women and men founded in Canada in 1998. The goal of the brand is to not only create a safe place but also a community that encourages a healthy lifestyle (Lululemon). They have grown from their well-known yoga pants to producing activewear, accessories, and everyday attire.
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Athleta is a female-driven brand for active women. Founded in 1998, Athleta changed the game for female athletic attire by creating gear specifically designed for women to make them feel comfortable and empowered (Finkle 2018). Athleta is a division of the clothing and accessories brand known as Gap operating as an inclusive brand for all women.
In this research project, I will be addressing how these previously mentioned athletic brands use gender representation in their social media.