The study of market entry strategy is one of the crucial elements in entrepreneurship education since the correct entry mode strategy may lead to the successful business operation. Therefore, this article aims to understand market entry strategies in the sports apparel industry and investigate the factors that influence market entry strategies in sports apparel companies. A qualitative research design and a multiple case study methodology was used in this study. Theories of internationalization were employed to determine the factors that affect the market entry strategies of sports apparel companies. The formulation of propositions was the connection between the traditional theories and the analysis of a sports apparel company. This research's empirical foundation consists of three Thai sports apparel companies. Our findings showed that environmental uncertainty and legal environment influenced sports apparel companies to select low control market entry strategies. Financial capability was found to affect market entry strategies while country-specific experience influenced the companies to select high control market entry strategies. Other factors were found to have no effect on market entry strategy. Furthermore, it is suggested that conceptual framework and propositions need additional empirical investigation since this research only focuses on the sports apparel business.