This research project assesses the extent to which ethnic identification influences values and needs across three sub-cultures (Asian-Americans, Hispanic-Americans, and African-Americans) for the purpose of identifying both similarities and differences in their decision making for athletic apparel. Using data from consumers who strongly or weakly identify as being a member of one of the above sub-cultures, this thesis finds that consumers who identify strongly as being Hispanic-Americans and have a higher level of social-affiliated values purchased athletic apparel to fulfill a stronger social need. It is found that both values and needs shape consumers desired intentions when purchasing athletic apparel across sub-cultures.