Purpose –This study seeks to investigate the regional perceptional difference towards famous athlete endorsement under the context of Mainland China. Design/methodology/approach - A survey depicting a perceptional experience regarding endorser characteristics (attractiveness/expertise/trustworthiness) in regional markets by territory segmentation (Beijing/Shanghai/Guangzhou located respectively the north/east and south of China) towards two famous athlete endorser (male/ female) for the same product (to reduce the product bias). Findings – Respondents in different regions of Mainland China differ significantly in their perception towards the athlete endorser’s attractiveness, expertise and trustworthiness. Male and female respondents do not have a different perception towards a male athleteendorser but have different perceptions towards female athlete endorser. Originality/value –Managers should tailor their endorsement strategies and adjust their product spokesperson in different segmentation markets to optimize the celebrity’s effectiveness in promoting the product.