The paper explores the impact of brand orientation on employee brand equity in the context of Egyptian sports stores. Brand orientation, comprising dimensions like brand importance, consistency, differentiation, and intelligence, significantly influences employees' brand behaviors. The study, based on 184 valid responses, reveals positive attitudes among employees toward brand orientation and brand equity. Notably, a substantial association was identified between several aspects of employee brand equity and strong positive correlations between brand orientation variables. In particular, "Brand Differentiation" was a strong predictor of brand endorsement, whereas "Brand Intelligence" emerged as the primary predictor of brand consistent behavior.. Additionally, "Brand Importance" played a crucial role in predicting brand allegiance. The study's findings imply that a strategic focus on brand orientation positively impacts how employees engage with and represent the brand. Importantly, there were no issues of collinearity among the predictors, indicating that the variables measured distinct aspects of brand orientation. This research sheds light on the vital connection between brand orientation strategies and employee brand-related behaviors in the sports retail sector in Egypt.