Commercial Running Spaces on the Reproduction of Gender Inequality

Abstract

This study explores how commercialization shapes gender representation and inequality within contemporary running culture. Situated within the broader context of sport and media consumption, it examines how bodies, identities, and spaces are disciplined by market-driven values. Using a critical ethnographic approach, 10 months of fieldwork were conducted across various running events in multiple urban locations. The primary researcher, a semi-professional female runner, participated as both insider and critical observer, supported by a research team in data collection, reflexive journaling, and thematic analysis. The findings reveal that promotional campaigns and commercial spaces reproduce gendered ideals: women are highlighted for beauty, charm, and body esthetics, while men are portrayed for endurance and performance. Female runners are frequently deployed as “marketing capital,” valued more for visual appeal than athletic ability. These dynamics transform public running spaces into gendered, semi-commercial arenas governed by capital, consumer culture, and the male gaze, reinforcing structural inequality under the guise of empowerment.