If you need proof that how you dress affects your performance and perception, look at how this year’s Olympic challengers have made their wardrobe choices a focal point of their performance and perception.

Skeleton athlete Amy Williams, representing Great Britain, experienced a wardrobe controversy about her specially designed helmet. Its manufacturer says the helmet’s unique ridges are integral to its design. Protestors claim the ridges gave Williams an aerodynamic advantage. She won a gold medal. But her perception has also been impacted because of the choice she made to wear the helmet.

For one Olympic competitor, it wasn’t what happened during his snowboarding competition, but how he represented his country. Kazuhiro Kokubo, of Japan, appeared with fellow members of the Japanese delegation with loosened tie, untucked shirt, and pushed down pants. The way he styled himself, dreadlocks and all, may be in line with his sport, but it was out of sorts with his delegation’s protocol. Big Time. He was made to publicly apologize, wasn’t contrite, saying that the Olympic Games were “nothing special” and “just another snowboarding event.” He was nearly sent home. Instead, he made a more formal apology, and was banned, along with the snowboard team manager and two coaches, from the opening ceremony.

Fashion designer Vera Wang dressed men’s figure skating gold medalist Evan Lysacek. She studied his every move on the ice and custom created a piece to make him look like a raven, replete with black plumage. Legend has it the raven is perceived as a bad omen, but maybe only to Russia’s silver medalist, Evgeni Plushenko, who actually didn’t do poorly at all, except for his sore loser attitude. Maybe he needs to ice his bruised ego a bit.

The United States delegation, decked out in red, white, and blue Ralph Lauren- designed regalia [knit hat, white ribbed turtleneck, puffer coat, white pants] at the opening ceremony classically represented the sporty spirit of the Games and of a nation steeped in competitive sports. You’d think the Italians would have scored well with their outfits, but their dark, drab outfits made them look like third shift office workers.

Your professional and personal life is a competition. When you want to be at your personal best, you want to outdo yourself when you’re not at that level. The Olympics prove what you wear is strategic, and tactical. It can count toward your ‘final score,’ and can psychologically pump you up to be at your best. Let me be your clothing coach and help you strategize how to look your best for whatever competition comes your way.

Designing and managing your image is the secret science to your success.

Joseph Rosenfeld helps professional men, women, and corporate workgroups create effective visual brands. Visit JosephRosenfeld.com for details.

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