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 advertising points ,advertising positioning ,advertising content ,advertising time .Thirdly ,analyzad the mar‐ket effect of different design ability from brands value ,enterpise benefit ,consumer evaluation . Finally ,the results showed that realizing the concept transformation from traditional “push spread”to “pull soread”is a premise to promote domestic sports goods brands design ability . Determining sports project ,enclosing enterprise culture ,sticking to brands connotation ,light the consumer needs ,posioning and focusing advertising is the key to promote domestic sports goods brands deign .According to specific events ,specific advertising content is the quality promise to promote domestic sports goods brands design .Seizing advertising time ,due to time and from place to place ,planning and spreading advertising efficiently is the active energy to promote domestic sports goods brands design .%以国内、外体育用品品牌广告设计能力及其市场效应为研究对象，运用文献资料调研、专家访谈、案例分析、对比等方法进行研究，研究从4个方面进行：首先，通过体育广告悖论的反思，指出在同质化产品过剩和信息传播过度的社会时期，创新体育广告设计是体育用品品牌打造的有力武器。其次，从广告基点、广告定位、广告内容、广告时机4个层面比较分析国内、外体育用品品牌广告设计能力的差异。再者，从品牌价值、企业效益、消费者评价3个方面数据进行对比，分析广告设计能力差异形成对国内、外体育用品品牌市场效应的影响。最后，从4个方面提出提升我国体育用品品牌广告设计能力的途径。1）实现从传统“推式”传播向当前“拉式”传播设计理念的转变是提升我国体育用品品牌广告设计能力的前提。2）确定运动项目、围绕企业文化、紧扣品牌内涵、凸显消费者情感需求，进行广告定位与聚焦是提升我国体育用品品牌广告设计能力的关键。3）以具体事件为主线，具体化广告内容是提升我国体育用品品牌广告设计能力质量的保证。4）把握机遇，因时因地，及时有效地策划和推广广告是提升我国体育用品品牌广告设计能力活力的根源。
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