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Based on the analysis of the sports shoes industry and China's macro environment, consumers in Guangdong showed significant demand for sports shoes, especially casual wear and sports enthusiasts, who tended to have high brand loyalty to sports shoes for their lifestyle. Consumers in Guangdong had a fast-paced life and limited time with busy life for shopping. Therefore, they paid more attention to the products they purchased that could meet their needs and lifestyle chase. This study focused on the loyalty of consumers in Guangdong to sports shoe brands based on the formation mechanism of product innovation in style and functionality, perceived value of cost and benefits, and brand factors that make consumers with better awareness and repurchase. The purpose of this study was to investigate the significant difference in consumer brand loyalty with different control variables (gender, age, income, and education) for the sports shoes brand in Guizhou; to examine the influencing mechanism of the Guangdong consumers' brand loyalty in perceived product innovation, perceived value, and brand factor based on the consumption of sports shoes brand loyalty; and to put forward feasible suggestions for promoting sports shoe brand loyalty through understanding Guangdong consumers' attitudes and value perception for their sportswear selection. Four hundred fifteen completed questionnaires of Guangdong consumers were collected through the online WeChat platform by random sampling between March and April 2023. The results showed that perceived product innovation, value, and brand factors significantly impacted brand loyalty. In addition, additional dimensions of variables based on perceived product function innovation, perceived product appearance innovation, price, service experience, promotion, brand awareness, and brand reputation would also be shown impacts on brand loyalty development.