The purpose of this study was to explore the purchase behavior of male physical education students toward foreign brand sports shoes available in Iran’s market. The present study is of a descriptive-correction type. The statistical population consisted of all male physical education students of Mashhad universities (n=900) of which 270 participants were selected using Cochran’s sample size formula. The sampling method used in this study was proportionate stratified sampling. A questionnaire utilized by Lee et al. (2008) was used for data collection. The validity of the model and the relationship between research variables were approved by Structural Equation Modeling (SEM). The results showed that normative group has a significant impact on consumers’ brand awareness. On the other hand, brand awareness has a positive impact on both emotional value  and perceived quality of foreign brand sports shoes. The results also revealed that increased consumer brand awareness leads to an increase in purchase intention. Among the dimensions of the studied brand in this research, both perceived quality and emotional value had significant and positive impact on male physical education students’ purchuse intention toward foreign brand sports shoes, while the impact of emotional value was more than perceived quality.