This paper is a study on the sports culture within the field of youth culture. The aim of the paper is to form a paradigm of sports culture studies as a critical theory of consumption culture，through summing up the so-called “J League Boom” and showing a hypothesis on its future. Past studies on sports culture from the “communication theory” viewpoint，have covered the process of generation，exchange and reproduction of the meaning through the interaction between players and audience. But in this paper，the paradigm of discussion is further expanded to include social communication，and consumption culture with paticular emphasis on the phenomenon of fashlion. The discussion proceeds as follows : (1) This paper sums up the “J League Boom” and shows its features as consumption culture and youth culture. (2) It explains a hypothesis that the recent cooling down of the “J League Boom” means a detachment phenomenon of the masses frorn a closed soccer maniacs' world. (3) It shows that “otaku-ka”-the sophisticated transformation from fanatics' communication style，has been advanced in the consumption culture of the1980's. (4) It studies cultural and social functions of watching sports (games).