Shahid Bahonar University of Kerman Journal of New Studies in Sport Management 2717-4069 6 2 2025 05 01 The Impact of Celebrity Endorsements on Brand Image, Brand Loyalty, and Repurchase Intentions in the Sports Industry: A Case Study of Nike Product in Tehran 16 26 4494 10.22103/jnssm.2024.23090.1277 EN Sardar Mohammadi Professor of Sport Management. Physical Education Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran. Arefeh Latifian M.Sc. of Sport Management, University of Kurdistan, Sanandaj, Iran. Journal Article 2024 03 12 This study examines the impact of celebrity endorsements on brand image, brand loyalty, and repurchase intentions within the sports industry, specifically focusing on Nike Product in Tehran, Iran. Employing a survey-based approach with 400 participants, the study utilizes a Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to analyze the relationships between these key variables. The findings reveal a significant positive effect of celebrity endorsement on both brand loyalty and brand image among Nike customers in Tehran. Furthermore, the study demonstrates that brand image and brand loyalty both mediate the relationship between celebrity endorsement and repurchase intention. These results highlight the crucial role of celebrity endorsements in enhancing brand perception, fostering customer loyalty, and ultimately driving sales within the competitive sports industry. https://jnssm.uk.ac.ir/article_4494_2830552f542db2ed9b2639c30b3ce58a.pdf