From Naomi Osaka’s viral jellyfish-inspired Australian Open outfit to Sha'Carri Richardson’s brightly coloured hair and statement nails on the track, female athletes are proving that self-expression and elite performance can go hand in hand.
Studies show that confidence in appearance can boost focus, motivation and overall performance, but Bond University Assistant Professor Jane Hunt points out that it’s about more than just psychology.
Self-expression in elite sport
In her research, Dr Hunt traces how ideas about gender and femininity have shaped sport, often positioning women as weaker, less capable and outside the established ideal of “normal” athletes.
“Throughout history, women who excelled at sport were often dismissed or judged for failing to fit societal expectations of femininity,” Dr Hunt said.
“The inference is that women might sometimes be very capable physically, but they somehow didn't fit the established mould for a normal woman.”
Dr Hunt’s work highlights how these expectations – from female triathletes in the 1980s wearing makeup during races to look presentable in their finishing photos, to avoiding “masculine” sportswear – have been both pervasive and enduring.
Designer Kristen Mayer challenged these norms by creating triathlon wear that allowed women to be fast, strong, and still feel feminine.
That philosophy is now playing out at Bond University. The Bull Sharks women’s rugby squad has secured a new sponsorship deal with French Beauty Academy, the country’s largest registered training provider for beauty therapy services.
Look good, feel good, play good
The partnership embodies the idea of “look good, feel good, play good" in a way that actively challenges outdated stereotypes about women athletes.
For Bull Sharks winger and premiership player Eva Doblo, the “look good, feel good, do good” motto is something she lives by.
“I love rugby because it is such a physically demanding sport showcasing strength and power in women’s sport, but it's also nice to add a touch of femininity,” Doblo said.
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“Personally, I always have my hair done with extensions and braids. I make sure I am looking my best on game day, so I feel confident.”
It’s not dissimilar to American rugby star and three-time Olympian Ilona Maher who is rarely seen without her signature red lipstick when she's out on the field.
“I don't like this idea that you have to drop your femininity to play a sport like rugby or any sport,” Maher told Women’s Health.
“Even though I'm out on the field running through people and stiff-arming, I’ve always felt feminine.”
Reframing femininity as resistance
Dr Hunt’s research highlights that such self-expression is not merely cosmetic, it is a form of resistance. By visibly embracing femininity while excelling physically, female athletes directly contest ongoing stereotypes and the male-centred assumptions embedded in sport.
“Bond's new partnership with the French Beauty Academy offers female athletes the chance to challenge ideas about what women athletes ‘should’ look like,” Hunt said.
“Choosing to express themselves in their own way not only reduces internal conflict about appearance but also exposes the fallacy of old ideas linking femininity with physical limitations.”
For countless female athletes the message is clear: strength, skill, and self-expression are not mutually exclusive.
Confidence on the field comes in many forms, from a perfectly braided hairstyle to a bold red lip, and it can make all the difference when the whistle blows.
