INTODUCTIONAn organization is established, it has a mission and a vision. This mission and vision define its operation and research. To fulfill the organization's mission, they must develop high-level plans and maintain a long-term competitive advantage that is strategy. Following this definition, when an organization has a mission, develop a plan and understand the "sustainable" competitive advantage - where the competitor cannot easily replicate the company's strategy. The most difficult challenge organizations face is that strategies are not always effective as initially intended. The decision maker must therefore be perfect when formulating the strategy which is an interactive process (1). For strategy formulation, the decision maker must produce clearly defined recommendations, accompanied by a justification that covers the mission and vision of the organization (2). Effective strategy formulation enables the organization to create strategies and strengthen its position (3). Here in this article there is a discussion on the strategies developed by several companies listed in the top 10 most famous sports brands. To be successful, it is necessary to have a good strategy. Some companies focus on marketing and others on production (varieties) to develop a strategy. It is up to the company to decide how it wants to promote its brand. Puma, Nike, Addidas are in the list of top 10 sports brands that have developed different strategies and achieved success in their business. Some of them are at the corporate level, business level, and functional strategy. If these three sets of recommendations work together in a mutually reinforcing manner and form an integrated hierarchy of strategy, in the order given (2)....... middle of article ......ews /puma-unveils-strategy-to-unify-the-brand/4005737.article9. Afaqs news November 3, 201110. HOULISTON, T. (March 12, 2013). WH TESTS: PUMA COMPRESSION TIGHTS. . Retrieved April 30, 2014 from http://whttp://www.womenshealthsa.co.za/wh-tests-it/new-puma-compression-tights/ww.afaqs.com/news/people/tributes/11. .(http://comparisonz.com)12. ()13. Hansen, MN and Pedersen, DG (January 1, 2010). A Comparative Analysis of Nike and Adidas Advertisements - A Multimodal Approach to Developing Brand Strategies. . Retrieved from https://www.google.com/a-comparative-analysis-of-nike-and-adidas-commercials-a-multimodal-approach-to-building-brand-strategies.html14. prince, r. (July 23, 2008). Puma: The History of the Athletic Shoe Company. Yahoo Contributor Network. Retrieved April 30, 2014 from http://voices.yahoo.com/puma-history-sports-shoe-company-1645817.html?cat=46.