Study about the consumer behavior of Jamf, a surf wear company that acts in the City of Rio de Janeiro. Thru field research it was possible to define the profile of these consumers, learning about their sports habits, their identification with different sports and brands as well as witch attributes are considered most important by them in surf shops. It was also inquired about the performance of Jamf`s marketing strategies according to the client`s perception. The research results provided information about the behavior aspects of the sports clothes consumer.