The study discussed the consumer decision-making patterns of athletic shoes and the brand loyalty for college students in Taichung, and knew the differences by demographics and investigation of consumer behavior. In the study, the aspect of "consumer decision-making patterns" had eight types including "perfectionism", "fashion consciousness", "leisure-enjoyment shopping", "price consideration", "impulse carelessness", "confused by many choices", "brand loyalty" and "brand consciousness". On the other hand, the aspect of "brand loyalty" had two types including "word-of-mouth communication" and "complaint behavior." Altogether, we sentl, 200 questionnaires, effective questionnaires were 1,086, and the response rate was 90.5%. The results were as follows: A. From the demographics, we knew: (1) Gender-Most was female (72.9%); (2) Age-Most was 21-30(63.5%); (3) Educational System-Most students were in the day school (46.0%). B. According to the consumer behavior, we knew: (1) NIKE (21.18%) was the brand of athletic shoes that mostconsumers bought.; (2) The price that consumers willing to pay was between NT$1,001 and NT$1,500(26.80%); (3) The place where consumers wanted to buy the athletic shoes was at the sports articles shop (35.16%); (4) NIKE (23.5%) was the brand of the athletic shoes which were most used recently. C. Consumer decision-making can predict to brand loyalty.