Consumers increasingly use images posted on social media – Instagram in particular – to communicate, express, and share their feelings, emotions and impressions. As a consequence, companies are acting to use this large store of information to more deeply understand the behavior and preferences of individuals in order to orient their marketing, innovation, and communication decisions. A recent study collected 50,000 Instagram images, and the related metadata, posted between 2015 and 2018 in Los Angeles, San Francisco, Boston, New York, Paris, London, and where various logos appeared, including that of Under Armour. This made it possible to select the images with the brand logo; define the clusters of hashtags inside these images; and identify the various segments of consumers and the methods of appropriation of the trademark and utilization of the same. That analytic process activates an enormous potential for brands in terms of personalization of the offering and activities for engagement of different communities based on the specific dynamics of interaction and construction of meaning they activate internally.