Гуманістичний та освітній потенціал олімпійського спорту в контексті соціальної адаптації спортсмена

Abstract

The contemporary Olympic movement in Ukraine functions amidst unprecedented socio-political transformations and challenges of martial law. High-intensity training and psycho-emotional stress often restrict athletes' holistic personal development, creating risks of social isolation and identity crises following career termination. Purpose. The study aims to theoretically substantiate the structure of the educational and humanistic potential of Olympic sports as a resource for social adaptation and to identify key implementation vectors across different career stages. Results. The research identifies social adaptation as a dynamic three-level process involving the micro-environment (team and family), professional identity (sports values), and macro-environment (society). The educational potential of sports consists of cognitive (professional expertise), axiological (moral-ethical foundations), and pragmatic (universal soft skills) components. Integrating the Holistic Development of Athletes (HDA) framework and the "Dual Career" model ensures a "climate of care" and systemic resilience. Marketing communications and personal branding serve as vital mechanisms for building social capital, facilitating transitions into media, business, or public administration. Conclusions. The findings indicate that successful resocialization after sport career termination is directly correlated with educational capital and the ability to reconstruct a multi-faceted identity. The humanistic orientation of Olympic sports transforms it into a global project for national human capital preservation and social integration.