Taiwan was once described as the Shoe Making Kingdom and Sports Shoe Kingdom. Although Taiwan’s shoe manufacturing industry is in decline, selling sports shoes is still big business. In recent years, European and American sports shoe companies have carried out aggressive marketing campaign directed at the sports shoe market in Taiwan. Domestic sports shoe manufactures face extreme competition for a share of the limited market. Therefore, understanding market trends and mapping out a more effective marketing strategy for the domestic product are both vitally important for the survival of Taiwan’s sports shoe industry. This research seeks to examine the relationship between the young sports shoe buyer’s attributes, their sport shoe buying and brand loyalty. The research was designed to determine the level of importance that young people place on the price of sport shoes, quality, brand and design of the shoe itself. Buyers driven by price are not an easy target to build brand loyalty. On the contrary, a company stands a chance of obtaining the loyalty of those customers who indicate that they care a lot about “tangible product features” and “intangible product characteristics”. Therefore this research suggest sports shoe manufacture place their concern and investment on the design of sports shoe with research to target design features that are valued enough that domestic products will be compared with off-shore competition and found superior given features, quality and price.