Today, with the constant advancement of technology and Internet, it is an almost unthinkable form of business in which e-commerce is not present. Consumers around the world are increasingly using e-commerce and smartphones to make purchases online. Time plays a big role in creating new habits for consumers and the time savings that such a way of shopping enables. While e-commerce is somewhat new concept, on the other hand, there are brands of sporting goods that have existed for centuries. Their way of adapting through all stages of development in all years of existence could be studied indefinitely. Therefore, the topic of this thesis is the research of the impact of the brand on consumer habits in e-commerce of sporting goods. The paper defines (through the example of sports brand) what are the main dimensions and values of the brand and emphasise the importance of smart brand management and what impact does the development of technology have on consumer buying habits, what attitudes consumers have regarding e-commerce and what are the main advantages and disadvantages of e-commerce. In addition, the research provides insight into what consumer preferences are when choosing a sports brand and how much the COVID-19 pandemic has affected the change in consumer habits in the form of using online shopping.