This study aims to investigate the effects in the Vietnamese sportswear market of country-of-origin (COOI) on brand equity and its dimensions. The objective of this study is to utilize structure equation modeling to examine the relationship between three specific concepts. Samples were collected from 335 customers in the Vietnamese sportswear market that have used sportswear of the famous brands Adidas and Nike. The results demonstrate that: (1) COOI has significant effects on brand awareness, perceived quality, brand association and brand loyalty; and (2) brand awareness, brand association and brand loyalty have significant effects on brand equity. The results from this study provide noteworthy implications for administrators.