The main objective of this research is to examine the effects of social media usage on brand awareness and brand loyalty. The sub-objectives of the research are to identify the social media tools that the participants use the most, examine how much time they spend on social media on average per day, and analyze the purpose of using social media. The population of the research, which took into account the Nike and Adidas brand, is the people between the ages of 20 and 39 living in Duzce. Data is collected by convenience sampling. Data were collected from 291 people by face-to-face survey method. Frequency, factor, correlation, and regression analyses were applied to the data obtained. As a result of factor analysis are emerged three factors related to social media use (social motivation, psychological motivation and functional motivation), two factors related to brand awareness (brand recognition and brand recall), and two factors related to brand loyalty (attitude loyalty and behavioral loyalty). According to the results of the correlation analysis, when the two brands are compared, it is seen that the brand recognition for the Nike and the brand recall for the Adidas is emerged in the relationship between social media usage and brand awareness. In brand loyalty, it is seen that comes to the forefront of behavioral loyalty for the Nike and attitudinal loyalty for Adidas. According to the results of regression analysis, it is concluded that social motivation and psychological motivation are an effect on brand awareness and brand loyalty in both brands.