This study investigates Brazilian consumers attitudes toward leading road running shoe brands—Nike, Asics, Adidas, and New Balance-based on the key attributes that influence purchase decisions. The research was conducted in two phases: a qualitative phase, involving in-depth interviews to identify the most valued attributes, and a quantitative phase, applying Fishbein s multi-attribute attitude model to measure consumers brand perceptions and preferences. The attributes analyzed were comfort, cushioning, durability, and propulsion, with comfort emerging as the most decisive factor in product choice. The findings provide valuable insights for the development of more effective marketing strategies in the athletic footwear segment, aligned with consumer priorities and perceptions.