Do we perform better when we look good? These athletes think so

In Netflix’s Sprint, world champion US athlete Sha’Carri Richardson shares the mantra behind her signature style. “I go by the saying, look good, feel good, do good. Who says you can’t be sexy on the track?” she says in the second episode of the series.

Richardson is one of the fastest women in the world, but when she’s racing, it’s not just her speed people pay attention to. It’s also her hair, nails, make-up – and that’s just how she likes it.

Sha’Carri Richardson on the podium at the 2023 World Athletics Championships.Credit: Getty Images

While Sprint shines a light on the rituals of 100- and 200-metre athletes that often include designer accessories and hairstyles, which take hours to bring to life, track and field is far from the only sport where looking good feels closely tied to performance.

Dr Kirsten Peterson has been a team sports psychologist at seven Olympic Games, working with athletes from Australia and the US. She agrees that physical expression – whether in the form of clothing, hairstyles or make-up – carries a lot of value.

To those of us who aren’t professional athletes, it can seem a little confusing that someone would spend so much time considering the way they look when they could be training. However, Peterson says that if an athlete is going to the effort of doing anything, there must be some kind of intentionality behind it. In other words, athletes competing at the Olympic level aren’t wasting time with anything they don’t genuinely believe will improve their performance.

Of course, personal branding and marketing also come into play when it comes to making style a priority. Many athletes, including the most successful in their sports, become known for their fashion and beauty choices, which can pay off financially. David Beckham’s style has been a key part of his public persona since he started playing professionally. And earlier this year, Serena Williams released beauty line Wyn Beauty, with “high-performing” eye make-up, lipstick and skin tints.

According to mindset coach Ben Crowe, there are three different types of confidence: social confidence, performance confidence and self-confidence, which he says is often found through a two-step process of accepting your imperfections and believing that you’re worthy of being in the arena.

“From a self-confidence point of view, wearing clothing that makes you feel good about yourself and is the best representation of yourself in an intrinsic sense is really important,” says Crowe, who is known for his work with some of the world’s best athletes, including Ash Barty.

Sam Kerr in Paris in April 2024.

Identifying the difference between intrinsic and extrinsic motivations is a big part of Crowes’ role. “My entire work is connecting with the human being, more so than the human doing. By separating the two, people can realise that being an athlete is what they do, not who they are,” he says.

For some athletes, part of maintaining a sense of identity while in team kits is through the way they choose to style their hair, choose their accessories or do their make-up. As long as their motivation remains intrinsic – to make themselves feel more confident, rather than to gain the approval of others – Crowe says it’s a powerful tool.

The same logic applies to recreational athletes, Crowe says, who might be choosing how much money to spend on new workout gear. “You could ask yourself: am I buying these shoes or this outfit because I like the colours and the way my body looks in it? Or am I buying these things because I want people at the gym to think I’m super cool?”

Professional or not, Crowe says there is balance to be found when determining just how important the way you look should be – and it differs between athletes.

For footballer Sam Kerr, style can be just as important as innovation when it comes to feeling confident before a match. “It differs from player to player – you have some players who just want comfort and don’t really mind – but for me, the better I feel in boots and the better they look, the better I play,” says Kerr, while attending the Nike On Air event in Paris.

This philosophy is something brands are also mindful of. Kathy Gomez, Nike’s vice president of footwear innovation, says she doesn’t separate style from performance, because they can be equally valuable to athletes.

Kerr won’t be playing with the Matildas in Paris as she recovers from injury, but intends to embrace everything that helps her find that confidence.

“I know it sounds cliche, but I always have to look good to feel good,” says Kerr.

The writer travelled to Paris as a guest of Nike.

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