Consumers buy necessities for survival and additional items primarily for recreational purposes. Based on their personalities or attitudes, they have different shopping styles. According to a consumers' lifestyle, they create and develop their individual shopping styles through specific values and behaviors from various socialization agents which strongly influence shopping preferences (Moschis, 1981). When purchasing sportswear, socialization agents help to determine brand, price, design, or quality choices. Some people buy expensive brands or high-quality products; however, other people buy inexpensive, generic, or low-quality products. Among these, gender roles are especially important socialization agents that affect purchasing decisions. The purpose of this study was to apply a consumer decision-making model to specific shopping styles involving athletic apparel and to examine specific shopping pattern differences between selected university students in the United States. For this study, quantitative research was conducted to analyze the effect of seven factors: brand, quality, recreation, confusion, fashion, impulse, and price consciousness on a revised scale of Consumer Style Inventory (CSI), invented by Sproles and Kendall (1986), following a pilot study. For this study, there were 376 males and 446 female college students from a total of 822 samples, enrolled in LAP classes at a university in the southeastern region of the United States, were usable data. In order to analyze three research questions for this study, descriptive statistics, 2 X 4 MANOVA, ANOVA, and mean comparisons were performed to analyze specific-shopping pattern differences between selected university students. An alpha level of .05 was set to test the research questions. As a result, male and female college-aged consumers were different shopping patterns in relation to on fashion, impulse, and brand consciousness according to Wilk's Lamda = .91, F(7, 808)=129.89, p=.000. However, there were no statistically significant differences among college classifications. Also, there were no interactions between gender and college classifications. Based on the results of this study, sportswear companies can refine their marketing strategies to more effectively target the college age demographic. By gearing their advertising towards female tastes and preferences, sportswear marketing agents will increase sales. Because young female shoppers spend more time in the retail shops, the stores' environments should cater to them. Keyword(s): sport management