"Customization" or individualization is no longer a trendy buzzword used by marketing experts, but rather represents the established expectations of consumers towards product manufacturers. This work clarifies the extent to which customer individualization in sports products has brand-related and/or performance- or product-related characteristics, and aims to identify and describe the interface for potential interactions between brand and product. Based on secondary analytical research, a foundational model is developed that depicts consumer behavior in relation to individualized consumption of sports-related products. This theoretical foundational model serves as the basis for the empirical quantitative study conducted. Through statistical analysis methods, the specific interactions can be demonstrated.