When Michael Smith didn’t like the material or fit of his workout clothing, the UM-Dearborn men’s soccer player decided to create his own. And thanks to social media and a marketing mind, the College of Business senior’s sportswear business has grown substantially since he founded it during his freshman year.
Smith’s company, TITAFit, has nearly 19,000 followers on Instagram, which is where he does 90 percent of sales. More than 450 athletes globally serve as brand ambassadors, representing the brand online in exchange for discount merchandise and presale access.
And Smith, a marketing major, takes hundreds of orders each week in between balancing studies and playing defense for the soccer team.