'Aura farming,' explained: How a TikTok meme invaded the sports world
In terms of slang, it's all about looking cool, which in turn in certain pop culture would "build aura moments." But we're pointing to something very specific here in terms of a meme that has exploded everywhere, especially in the sports world and on TikTok.
It's of a boy standing on the end of a boat in an Indonesian event known as Pacu Jalur. He does all kinds of poses and hand motions that just look amazing as the boat gets paddled fast. So people are either using that footage or imitating the kid.
It's this guy:
Per Know Your Meme: "Aura Farming refers to an act of constantly trying to look 'cool' or "badass" to build 'aura moments.'"
Travis Kelce did one:
This dude on a jet ski did it:
Aura farming on a jet ski pic.twitter.com/ji2bPbJYq1
— Nick Eh 30 (@NickEh30) July 6, 2025
This car racing driver did it:
aura officially farmed @Mid_Ohio 🥀(📸 @callum_ilott) pic.twitter.com/rFesVazeyj
— NTT INDYCAR SERIES (@IndyCar) July 4, 2025
Even a rider in the Tour de France did some aura farming:
So, yeah. it's a big thing these days.
This article originally appeared on For The Win: Aura farming explained: The TikTok meme invading sports world
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