This study focused on examining the influence of brand personality, based on Chinese consumers’ responses. The study especially explored the effects of sports brand, the congruence between brand personality and self-image, brand recognition, and perceived quality on brand attitudes and purchase intentions. A survey was conducted and 256 Chinese consumers responded a questionnaire. The most questions were measured by Likert scale except for demographics and SPSS 21.0 was utilized to analyzed the results of the study. The results revealed that 20’s-30’s Chinese consumers prefer foreign sports brands, such as Adidas and Nike, to domestic sports brands. Among brand personality, sincerity, sophistication and ruggedness had positive impacts on brand attitudes. The congruence between brand personality and ideal self-image positively influenced brand attitudes. Perceived quality positively affected brand recognition, positively influencing brand attitudes. Brand attitudes had a positive impact on consumers' purchase intentions. The study provided practical implications to Chinese sports brand market.