The purpose of this study is to explore the influence of reliability and brand image on purchase intention of sports brands endorsed by entertainers. A questionnaire survey is conducted in this study, and the students from Hsin Sheng Junior College of Medical Care and Management are taken as research objects. A total of 300 questionnaires are sent out; after the deduction of 5 invalid questionnaires, a total of 295 valid questionnaires are collected. In this study, SPSS20.0 for Window Chinese package statistical software is used as the analysis tool. After the verification of descriptive statistics, reliability analysis, independent sample t test, Pearson product difference correlation analysis, and regression analysis, the results obtained are as follows: The reliability of entertainer endorsement has a significant impact on purchase intention, in which the influence of reliable image is greater than the influence of the attractiveness on purchase intention; Brand image has a significant influence on purchase intention, in which the effect of functionality in brand image is greater than the effect of symbolism in brand image on purchase intention; The reliability, brand image, and purchase intention of entertainer endorsement are significantly correlated. According to the results of this study, it is suggested that the selection of endorsers for sports brand companies must be consistent with the positive image of sports brand and have the popular impression, so as to attract consumers’ recognition and expectation of products and provide references for relevant manufacturers.