Elite athletes require the most advanced sports equipment to maintain their competitive edge, but manufacturers cannot always satisfy these athletes` specific equipment needs. Sport involvement can influence sports-equipment selections and is described as the process by which individuals rely on attitudes and belief systems to make sports-related consumption decisions. This study involved semistructured interviews with 5 elite Parasport athletes to identify and analyze the role of sport involvement in their selection of sports equipment. The results revealed that the athletes identified product limitations, created a collaborative environment, and promoted a culture of innovation to develop new sports products and address existing limitations. Theoretical and practical implications are discussed.
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