Brokers and consumers. Identity and aesthetics in running in contemporary Argentina

Resumen

The dimensions related to aesthetics, and particularly to clothing, constitute salient edges of the running phenomenon in Argentina. Indeed, amateur runners display consumer choices related to clothing that partially defines them as part of a highly visible collective in our contemporary worlds. This article proposes a comprehensive approach in which consumption patterns are described and which overcome the easy stigmatization of running as a phenomenon characterized by superficiality and impostures determined by fashion dictates.