The Branding of CrossFit athletes on Social Media

Mathias Skov Jensen

Studenteropgave: Kandidatafhandlinger


The purpose of this research is to investigate how the CrossFit athletes can develop their brand through social media. The study investigates this through three parts of the brand development process which are brand awareness, brand image and brand personality, and how the athletes can develop these through social media. The research investigates this from the consumers perspective, and thus aims to gain knowledge of the consumer behavior, to understand how this can be used for the athlete’s advantage when developing their brands. Based on previous research this study uses frameworks provided by previous studies, such as a content analysis by Geurin-Eagleman & Burch (2016), the athlete brand image by Arai, Jae Ko, & Ross (2014) and brand personalities by Carlson & Donavan (2013). The research uses mixed methods, and the data is collected through both quantitative and qualitative methods. Of quantitative methods this study utilizes a content analysis of 11 athletes Instagram profiles as well as a self-administrated online questionnaire shared in two CrossFit Facebook groups. Of qualitative methods this study uses a focus group interview of 4 CrossFit fans as well as two selfadministered structed interview from athlete André Houdet and an athlete care manager from the sports apparel company VIRUS. From the thesis it can be argued that the athletes can develop their brand through social media. It is argued that the athletes can develop brand awareness through athletic expertise by participating in large competitions and showcasing athletic action and athlete business life. Furthermore, it is argued that physical attractiveness and sexually suggestive content can influence brand awareness, though it may be on the consequence of the overall perception of the brand. Moreover, it can be argued that athletes can develop their brand image by focusing on the dimension athletic expertise, sportsmanship, and role model, while posting business related and personal content, focusing on being relatable to the fans. Lastly it is argued that the athletes should focus on three different personalities which are most fitting in the eyes of the fans, which are successful, tough, and wholesome. The athletes and their managers should be aware of this when developing their brands through social media, to best possibly deliver content that aligns with the needs and wants from the fans/consumers

UddannelserCand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling
Antal sider145
VejledereSven Junghagen