Cultural and creative product design of sports events is an important part of sports industry, which can improve the economic benefits of sports industry. Based on this background, this paper puts forward a regression analysis method to deeply analyze the design of cultural and creative products in sports events, aiming at driving the healthy development of residents and improving their health levels. First of all, 620 residents were randomly divided into a control group and an observation group to compare natural characteristics, historical characteristics, folk crafts, regional culture, and other indicators. Then, find out the factors with significant differences, and carry out regression analysis to provide corresponding measures for the design of cultural and creative products in sports events. The results show that the main influencing factors of creative product design are natural characteristics, historical characteristics, folk crafts, regional culture, and promotion effect, and each index has a significant impact on residents’ fitness, and there are significant differences. Therefore, all regions should improve the design level of sports events, bring through the development of residents’ fitness industry, and effectively guide residents’ fitness.