Ebun O. Imuokhome

The study examines the effect of athlete endorsements on students’ purchase decisions of Nike and Adidas sportswear, focusing on athlete credibility, popularity, endorsement frequency, and athlete-brand congruence. The research adopts a descriptive survey design and is conducted among undergraduate students of the University of Benin. A total of 385 respondents are selected through purposive sampling, and data are collected using structured questionnaires. The data are analyzed using descriptive statistics and multiple regression analysis. The findings reveal that athlete credibility and athlete-brand congruence significantly influence students’ purchase decisions, while athlete popularity and frequency of endorsement exert moderate but positive effects. The study concludes that athlete endorsements serve as a powerful marketing strategy capable of shaping students’ perceptions and purchase behavior toward sportswear brands. It recommends that sportswear companies such as Nike and Adidas should prioritize partnerships with credible, relatable athletes whose image aligns with the brand’s identity to strengthen consumer trust, brand loyalty, and purchase intention