Nowadays, while the importance of doing sports for a healthy life is spreading all over the world, consumers expect someperformance and functional properties from sports products. It is expected that the sportswear must be in harmony withthe body, do not create discomfort and do not affect the performance. The comfort of sportswear is an important criterionthat affects the performance and motivates the athlete. There are dynamic and fundamental changes in the preferencesof sports people with the change in the context; type of sports, the geography they live in, season, climate, their cultural,demographic and anthropologic characteristics, etc. While offering sportswear products to the market, brands shouldpay attention not only to quality parameters, but also to these criteria.This article aims to determine Turkish runners’ sportswear preference criteria and expectations that are evaluatedagainst past experiences and present desires. For the study, data were collected from 195 runners and statisticallyanalyzed. With the data obtained from the questionnaires, the runner and running habits were analyzed, the perspectiveof sportswear shopping and purchasing preference criteria, sportswear size and fit issues, evaluation of the fabricproperties, and the demands of the runners for sportswear were determined.This research gives resourceful information for sportswear manufacturers and comfort researchers since the compiledconsumer feedback from runners provide tools for product improvement to enhance utility