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People do not buy goods and services. They buy relations, stories and magic (Godin, 2024). Celebrity endorsement drives brand equity and sales. In today’s crowded market, people want more than just functional benefits. They want to feel connected with the product or brand they are using. Celebrities’ endorsement plays a significant role here; people idolise them, and when they can connect themselves somehow, they feel good. For example, Michael Jordan fans are drawn to Nike Jordan series sportswear because it allows them to connect with the legendary basketball player. Therefore, celebrity endorsement plays a significant role in brand equity in several ways, including brand awareness, brand associations and brand loyalty. This chapter will focus on the sports apparel industry, how sports apparel brands use celebrity endorsements to increase their equity and their current and existing endorsement trends. The research aim of this chapter is to examine the impact of celebrity endorsement on brand equity in the sports apparel industry. The research objectives are to analyse the existing literature on celebrity endorsement and its impact on brand equity in the sports apparel industry; to understand the factors influencing consumers’ perception and attitudes towards celebrity endorsements in the sports apparel industry; to assess the impact of celebrity endorsers on teenagers regarding brand equity in the sports apparel industry; to evaluate the influence of celebrity endorsement on purchase intention; and to compare the effects of celebrity endorsements on brand equity between established and emerging sports apparel brands.

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