Under Armour faced a crisis when the U.S. Olympic Speedskating Teams performed poorly while wearing Under Armour suits in the 2014 Sochi Winter Olympics. Critics blamed the suits for the poor performance. However, Under Armour responded positively by sending representatives to work with the skaters, avoiding pointing fingers, and having sponsored athletes voice support on social media. It also extended its sponsorship with the speedskating team through 2022. Under Armour turned the potential brand debacle into a success story through its social media strategy and remaining supportive of the teams.