Field observations reveal a persistent negative trend in the consumption of sports‑wear in Iran, manifested by declining sales and eroding consumer trust. These challenges underscore the necessity of developing a model that can reshape attitudes and foster positive purchase behaviors. The present study aimed to design a qualitatively grounded model of consumer behavior in the context of sports‑apparel acquisition.

Adopting a post‑modern (interpretive) paradigm, we employed thematic analysis of deep‑ and semi‑structured interviews conducted with fifteen experts drawn from sports management, sports marketing, and consumer‑behavior domains. Participants were selected purposively and interviews continued until theoretical saturation was reached. Data were coded manually and visualized through qualitative diagramming software to map relationships among categories and concepts.

Results identified three primary challenges: (1) diminishing trust in influencers (importance weight = 51), (2) lack of advertising transparency (43), and (3) misalignment of promotional messages with consumer needs (37). Correspondingly, the most salient determinants of model credibility were reduced trust (68), opacity of advertising (54), and economic concerns such as inflation (48). The study proposes a suite of remedial strategies—mixed‑methods approaches (55), quantitative techniques (51), and digital tools (48)—to strengthen model robustness.

The findings illustrate the nuanced and volatile nature of Iranian sports‑wear consumption, shaped by macro‑economic pressures and cultural dynamics. They highlight the imperative for flexible, adaptive models that can accommodate rapid shifts in consumer sentiment. Beyond addressing a notable gap in the literature, this research offers actionable guidance for practitioners and scholars: brands should adopt transparent, personalized advertising, and models must be continuously refined through long‑term monitoring. By integrating mixed, digital, and ethically grounded methodologies, stakeholders can develop credible, practice‑ready frameworks that effectively navigate the evolving Iranian sports‑apparel market.