The present study intends to analyze the perception and attitude of female consumers facing advertisements from sports companies that support women s participation in sports. To this end, in-depth and qualitative interviews were conducted showing campaigns from two competing brands: Nike and Adidas. The research had an exploratory character and counted on the participation of 12 interviewees, Brazilian women between 18 and 40 years old, being athletes, exathletes or non-athletes, who answered questions about perception and attitude. Therefore, an analysis of the data collected and a comparation between them was carried out in order to establish the interviewees relationship with the marketing campaigns of the brands presented.