This study examines how generational differences influence Indian consumers' responses to digital transformations in the sportswear industry. As technologies such as NFTs, metaverse experiences, and virtual products redefine marketing strategies, understanding age-based variations in consumer behavior becomes critical. Drawing on a survey of 295 respondents across five age groups, the research explores levels of familiarity, emotional engagement, perceived value, and behavioral intentions related to digital offerings in the sportswear industry. The findings reveal that younger generations (under 25) are significantly more receptive to these innovations, displaying higher familiarity, a stronger emotional connection, and a willingness to pay a premium. Millennials (25-44) exhibit mixed yet moderately positive attitudes, while older consumers (45 and above) tend toward neutrality or skepticism, though some openness remains. These generational patterns underscore the importance of targeted digital marketing strategies and highlight a need for inclusive design and education surrounding emerging technologies.