With the momentum of the TOKYO Olympics, there has been an increase in corporate, media, and business interest in women athletes and sports events. Using reflexive thematic analysis (RTA), we examine the visual and verbal content of Instagram posts from 47 Olympic athletes to understand how women construct their self-brand within the framework of postfeminist agendas and Türkiye’s socio-political environment. Drawing from analysis, we conceptualise “Strong Turkish Women” to illustrate how athletes embody multiple identities, blending athleticism with cultural and historical memory, demonstrating strong physical and mental resilience, while respecting religious sensitivities, and serving as role models for women and girls. The knowledge emerging from this study reveals a form of branding that has developed in Türkiye, where women athletes negotiate both post-feminist empowerment narratives focused on individual achievement and local cultural norms as agents of collective resistance to women’s rights. This comprehension may elucidate the self-branding literature of women athletes from both secular and religious national perspectives.
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