Kudos to The Real Time Report for its breakdown of how Under Armour use to Twitter to build a lasting relationship with women athletes. You can read the full post by clicking this link, but a few highlights are bulleted below:

*Engage followers on their athletic goals, such as asking them what races they’ve signed up for recently.

* Let followers enter to win a trip to Under Armour’s “Camp Sweat” in Florida for a 10-day training session with elite athletes. Under Armour surely offsets these costs with the volume of email addresses they get from women who enter the promotion.

*Promote online sales via Twitter and post inspiring quotes from female athletes.

*Ask followers to submit photos of themselves pursuing their athletic goals.