The Digital Athlete: Artificial Intelligence, Social Media and The Transformation of Running Communities

Abstract

Artificial Intelligence (AI) and social media are reshaping contemporary sport, extending their influence beyond elite performance to everyday practices such as running. This paper examines the convergence of AI technologies, digital platforms, and the global running community, with attention to how social media amplifies performance data, athlete identity, and community formation. Drawing on scholarly literature, industry reports, and recent developments in wearable technology, the paper proposes a conceptual framework—the “Digital Athlete Model”—in which AI-driven data and algorithmic visibility intersect with social media storytelling to reconfigure how running is performed, shared, and monetized. The findings suggest that running is no longer merely a physical pursuit but a digitalized and networked practice that drives sponsorship, tourism, and cultural diplomacy. The paper concludes by outlining implications for athletes, event organizers, and policymakers, as well as ethical considerations for the future of AI-mediated sport.