Bredikhina, Kunkel and Kudesia examine how elite athletes negotiate authenticity in their personal branding. Using interviews with 30 athletes across various sports, they develop a model of authenticity negotiation that highlights tensions between self-expression and external constraints. Athletes face pressures from sponsors, audiences, and institutions, leading them to adopt strategies such as self-authentication, authenticity refinement, and authenticity orchestration to maintain credibility. The study emphasizes the complexity of performing authenticity while managing brand expectations, offering insights for athletes and marketers navigating digital self-presentation.
Authenticity Negotiation: How Elite Athletes (Re)Present Themselves as Personal Brands
