Abstract: Objective: As an important branch of health communication, sports health communication for special groups of primary and middle school students is vital for China's future. This study focuses on the influence of the attribute characteristics of innovative sports events on adolescents' attitude and behavior towards sports. Based on the theory of innovation diffusion, this present paper carried out an empirical research on the correlation between the attributes of sports events and adolescents' attitude and behavior towards sports. It was found that the attributes of sports events are related to adolescents' attitude and behavior, and the influence of the attributes of sports events varies at different stages of innovation diffusion. In addition, the specific restrictive attributes of innovative sports events will also affect the diffusion effect of innovation.

Key words: health communication, innovation diffusion, experimental research methods