The Emergence of the Athlete-Creative: Negotiating Boundaries in Digital Sports Media

This study explores the digital labor and working practices of endurance athletes in ultra, trail, and triathlon sports. Drawing on 25 semi-structured interviews with athletes and their agents, I examine how these individuals navigate shifting boundaries of professionalism and identity shaped by an evolving media landscape, cultural pressures to self-brand, and a sport that glorifies pain. I introduce the concept of the athlete-creative to capture how contemporary athletes combine creative and athletic labor, engaging in storytelling and meaning-making that emphasizes depth, authenticity, and artistry. These practices enable athletes to construct visible and viable careers but also normalize boundless work and constant sharing, with physical, emotional, and temporal consequences. I situate these labors as forms of boundary work through which athlete-creatives distinguish themselves from both influencers and amateurs, producing a professional identity that is disciplined, human, and exceptional.