Manufacturers of sports footwear are increasingly realizing that they have to differentiate themselves from other competitors in footwear industry. One way is certainly to develop a brand love for a particular product. Although it is assumed that the customer's level of love for a particular brand has a positive effect on the purchase of sports shoes brand, it is not known whether this is actually true, which represents the main research problem in this thesis. The first goal of the research is to define the concept of brand love and to determine how it affects shopping behavior and customer loyalty to the brand in a very specific segment of the sports footwear market. The second goal of the paper is to measure the impact of respondents' commitment to the Nike brand by examining attitudes through a survey questionnaire. When it comes to the first research question, it's possible to conclude that brand love poorly conditions the purchase of products of a particular brand, which is certainly due to the fact that many factors affect consumer purchasing behavior, including consumer purchasing power and product characteristics which they buy. When it comes to second research question, it is possible to conclude that brand love has little or no effect on loyalty to a particular brand of sports footwear, that is, there is no statistically significant difference when it comes to brand love of respondents who say they prefer to buy Nike sports shoes compared to respondents who prefer to buy sports shoes of other brands.