Each brand represents genders in its own way whether that be reinforcing gender norms, body positivity, masculinity, femininity, or sexualization. Nike and Under Armour are more masculine brands in terms of their style, gender norms, and the message given through their social media. Lululemon and Athleta are more feminine in these ways specifically in their style of clothing and the way they represent gender norms. There is a gap in the body positivity seen across these brands, the lack of male plus-size models makes it difficult for it to be an all-inclusive movement. Females are shown in less intense settings than men which reinforces the gender stereotypes as men perform more extreme activities and emphasize the importance of strength and muscle. Sexualization is somewhat incorporated into the industry but not as prevalent as I had expected. If sexualization is present it is usually subtle or not in the first image or video of a swipe post. Athletic brands’ Instagram posts incorporate these factors throughout their marketing contributing to gender representation in society.