戶外休閒活動人數持續增加，及穿著專業運動機能服飾的風氣盛行，運動機能性戶外服飾市場成長將可期待。MIT（Made in Taiwan）產品功效可以媲美國際知名品牌，但由於消費者對MIT品牌的產品陌生，限制其產品銷售量與品牌發展性。本文以SWOT分析MIT運動機能服飾品牌的潛能，論述執行運動贊助策略是否可為MIT品牌產生效益，並在國內市場中建立品牌知名度。

A blooming business of athletic compression clothing can be seeable since population of outdoorsy recreation obtains sustainable growth and professional athletic compression clothing is worn in to vogue. Quality of the MIT compression clothing brands made in Taiwan can compete with the global brands. However, consumer does not recognize the MIT clothing which results in the limitation of product sales and brand development. This paper applied the concepts of SWOT analysis in the Cycling Market of the MIT brands to analyze whether the strategy of sport sponsorship can assist build the MIT brand awareness in the domestic market.