This paper takes domestic and abroad sports goods brand’ design ability and market effect as the research object ,and uses the methods of literature review ,expert interview ,case study and comperative analysis .The content concluded four parts :firstly ,by reflection of sports advertising paradox ,during the period of product overcapacity and information transmis‐sion excessive ,creating sports goods brand design is a efficient weapon .Secondly ,analyzed the difference between domestic and abroad sports goods brands design ability from adver...