Role and identity theories provided perspective for this exploratory study of the needs and preferences of consumer athletes who participate in an emerging sport, in-line skating. Female in-line skaters (N = 54) were surveyed in Ohio and Florida regarding their skating commitment, sport clothing interests and preferences, and skating behaviors. Greater interests in achieving a unique and feminine appearance for performance enhancement and greater desire for fashion rather than comfort significantly predicted female skaters' likelihood of buying clothing specifically for in-line skating. Additionally, age and commitment to skating predicted the likelihood of purchasing special skating clothing. Findings are compared and contrasted with previous studies of sports and clothing addressing how identity in a sport without a long history and traditions in dress is enhanced with clothing, and the salience of brand name logos to sport identity. Finally, implications to manufacturers and retailers of sport clothing are suggested.
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