Branded fitness
Exercise and promotional culture
Bibliographic Data
| ID | 12698428 |
|---|---|
| Authors | Devon Powers (Drexel University, corresponding author), DM Greenwell (0000-0001-5090-5658, Drexel University) |
| Year | 2016 |
| Volume | 17 |
| Issue | 3 |
| Pages | 523-541 |
| Publication date | 2016-01-15 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Consumer Culture (JOURNAL) |
| Journal identifiers | ISSN: 1469-5405 • E-ISSN: 1741-2900 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/1469540515623606 |
| OpenAlex | W2406483040 |
| Language | EN |
| Citations received | 25 |
| References cited | 41 |
This article develops a theory of branded fitness within the United States through a focus on two of its most visible examples: CrossFit and Bikram yoga. We argue that highly successful forms of branded fitness such as these give insight into the enormous power and permeation of branded sensibilities into everyday life – in this case, going so far as to inform how we relate to, and attempt to modify, our own bodies. However, we argue that a close examination of branded fitness likewise reveals the inconsistencies, trouble spots, and extraordinary limits of the brand as a way to build a fitness movement – which we contend is instructive in thinking about how branding more generally relates to mediation, community, and cultural commodification
Advertising · Aesthetics · Business · Commodification · Economics · Everyday life · Focus (optics · Mediation · Political science · Power (physics · Social science · Sociology · Adventure Sports and Sensation Seeking · Eating Disorders and Behaviors · Law · Psychology · Social Psychology · Sports, Gender, and Society
What do good yogis wear? Ethico-political implications of reckoning with (non)judgment through yoga in Turkey
Geographies of (Cross)fitness
Exploring fitness centre consumer loyalty
The Pope’s New Clothes
In the name of achievement
Hidden in plain sight
The Ethics of Yoga and the Spirit of Godmen
Being alone together
Body and diet as sales pitches
Serious leisure and professional identity in branded fitness
A safe space in a strange place
Protecting the Gift”
They Do Not Represent Our Gym”
The body as a brand in social media
Market-driven fitness instruction
Reinvention Through CrossFit
Core and Catalyst Criteria Motivating CrossFit Athletes to Reveal or Conceal Their Non-Visible Health Conditions
Clothing the practice
Beyond existential and neoliberal explanations of consumers’ embodied risk-taking
Fitness at a distance
Yoga and Female Objectification
Selling Yoga ‘Off the Mat’
Narratives of Negotiation and Transformation
Zumba Instructor Strategies
CrossFit, Community, and Identity
The Body and Social Theory
Brands
Sport in Consumer Culture
Brands
Quantity and Quality of Exercise for Developing and Maintaining Cardiorespiratory, Musculoskeletal, and Neuromotor Fitness in Apparently Healthy Adults
Promotional Culture
The Politics of Life Itself
Authentic
Body panic
Pranking Peter Pans
Capital building through gym work
A Qualitative Exploration of Participant Motives Among Committed Amateur Triathletes
Getting Physical
Meat, Mask, Burden`
The Cultural Life of Intellectual Properties
The CrossFit Sensorium
The Commodification and Exchange of Knowledge in the Case of Transnational Commercial Yoga
The Buzz of Dressing
Women's Bodybuilding
Playing Symbolically with Death in Extreme Sports
Sensing violence
CrossFit
New Media, Professional Sport and Political Economy
Sport and Commodification
Studying Extreme Sports
The Male Consumer as Loser
| Unique citing works | 25 |
|---|---|
| Citations per year | 2.78 |
| Citation span | 2017 - 2026 (10) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 22 |