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The purpose of this study was to explore the artifacts, norms, values, and underlying assumptions within the organizational culture of a startup athletic apparel company. Utilizing Edgar Schein's organizational culture framework, a case study was performed to examine the processes, strategies, and values used by company founders and leaders to create and sustain an organizational culture. Podcast interviews were used to collect data from company founders and departmental leaders. Document analysis of website data allowed the researcher to examine company structures and processes. A survey of employees in non-leadership positions provided data organizational culture data from those participants within the organization