With the development of internet and smartphone, social media has become the hottest topic globally. Social media change the things we look, we think, and change the sport we used to know. As the professional sport grows, Athlete brand become an important thing for athlete. How to enhance the value of athlete brand has become a topic for athlete. In addition to the athlete's performance, its image and exposure has become much more important than before. Many sponsors evaluation the athlete brand by the social media who has more follower, and the frequency of interaction between athlete and fans. For example, the well-known football player Cristiano Ronaldo is therefore signed the lifetime contract with NIKE. Not only because of his great performance on the football field, but also his high active on the social media. Yet the athlete brand is less mention in Taiwan. Thus, the purpose of this study is to analyze and examine what the athlete brand is and its importance. As we know, Facebook and Instagram was the most popular social media in the world. Athlete can promote themselves by using social media platform. They can use storytelling to show themselves, get more connection with fans and sponsor, and publish photos and video to build the athlete brand.