Another threat of entry is posed by Under Armour Inc. an established company in the athletic sportswear in the USA which in 2009 decided to enter the U.S athletic footwear market creating competition in a market which had been dominated by a few players like Nike and Adidas. Recently the US sports brand has started entering markets which have been traditionally fought over by Nike and Adidas. For example, Under Armour is using its sponsorship of Tottenham Hotspur in an "aggressive" digital marketing drive which it views as part of a wider strategy to steal market share from Nike and Adidas in the apparel category in Europe. This is the firms first foray into professional football, which have been areas where Nike and Adidas traditionally dominated and performed well in but are now having to brace for new competition from Under Armour (Sebastian 2012).