Through analyzing other researchers’ findings concerning gender representation and its influence in athletics there is a strong connection between the topic of gender and how it plays out in not only marketing but society as a whole. Each source varied in its subject matter, but all pertained to the research topic at hand. Some studies analyzed the relationship between consumers and brands whether it be behavior broadly or specifically geared towards athleticism. I focused on sources that examined marketing and branding to understand their importance for companies. I also focused on sources that explored gender representation both in athletics and through marketing. Using these sources as a foundation to support my research I incorporated others’ findings to deepen my understanding and perspective on this subject.