As private labels have developed and increased in recent years, customers’ options have grown. The purpose of this qualitative study is to explore how customers reason when they choose a brand in a Swedish sportswear store, which offers both private labels and national brands. More specifically, the following attributes, private labels versus national brands, customer behavior, and store layout are considered in order to address a possible complexity in the brand choice. The empirical material was collected through twelve exit interviews outside Stadium stores in four cities, combined with four observations in four Stadium stores. The findings revealed that private labels and national brands seem to have similar product characteristics, which may cause complexity in customers’ brand choices. This thesis contributes with an insight into a new dynamic within the walls of a sportswear store and discusses what aspects influence customers’ brand choice.