Journal article
Branded fitness: Exercise and promotional culture
Journal of consumer culture, v 17(3), pp 523-541
01 Nov 2017
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
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.
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Details
- Title
- Branded fitness: Exercise and promotional culture
- Creators
- Devon Powers - Drexel UniversityD. M. Greenwell - Drexel University
- Publication Details
- Journal of consumer culture, v 17(3), pp 523-541
- Publisher
- Sage
- Number of pages
- 19
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Communication
- Web of Science ID
- WOS:000413735800004
- Scopus ID
- 2-s2.0-85032333244
- Other Identifier
- 991019168869304721
UN Sustainable Development Goals (SDGs)
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InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Web of Science research areas
- Cultural Studies
- Sociology