There is little empirical evidence on the relationship between the involvement of the product from the consumer approach; especially when it comes to the sporting goods retail sector. This research aims to determine the degree of consumer involvement in the city of Santiago de Cali, which will allow companies in the sector in the country to offer new lines of products according to characteristics designed for their satisfaction. The methodology used in the present is based on a study in a quantitative approach and as an instrument for collecting information, the survey was used, based on the IP6 instrument. As the main result, it was found that the dimension that weighs the most at the time of purchase is perceived pleasure, although there are no significant differences between each dimension