The purpose of the research is to identify a correlation among trust in the PUMA brand, brand attitude and purchase behavior, in relation to PUMA as the title sponsor of the 1st PUMA MBC ESPN Marathon Inline Skating; and to verify the variables in terms of the level of involvement in the Marathon Inline Skating. The subjects for the research were selected from the participants in the 1st PUMA MBC ESPN Marathon Inline Skating. Using the simple random sampling technique, 292 samples were selected. The data was sorted based on the SPSSWIN Ver. 10.0; a frequency analysis was performed to analyze the characteristics of the subjects; a t-test was carried out to examine the level of involvement; and a regression analysis was run to examine a correlation between the variables. The results of the analyses are summarized as follows. First, there was a statistically significant difference among brand trust in relation to the level of involvement in the Marathon Inline Skating, brand attitude and purchase behavior. Second, a statistically significant influence was found between brand trust and brand attitude, brand trust and purchase behavior, and brand attitude and purchase behavior.