I conducted an in-depth social media analysis of Under Armour's Shoes Segment using Sprinklr as part of a project at the Jagdish Sheth School of Management. Through this analysis, I uncovered valuable insights, such as an average Instagram engagement of 1.92K per post, indicating opportunities for growth through more interactive content during peak hours. Positive mentions of the brand have increased by 15.04% to 392.37K, highlighting the importance of fostering user-generated content. Additionally, with 391 mentions related to service quality, there is significant potential to enhance customer service response and engagement. This project has provided actionable recommendations to optimize Under Armour's social media strategy and drive further brand success.