Your personal brand is about more than results or social media. Dakar 2026 Athlete Role Models Rayssa Leal, Kaylia Nemour, Xiaoxiao Lai and Hiroto Ono reveal how staying authentic and sharing your journey can help you build a brand that reflects who you are.
A medal or big performance can put you in the spotlight, but what people remember about you can go far beyond results. Athletes today have more ways than ever to show who they are away from competition, and building a strong personal brand can help you stand out, create opportunities and show people what you represent.
For the young athletes preparing for Dakar 2026, the Youth Olympic Games (YOG) could be the first time a wider audience gets to know them. And according to four Athlete Role Models, the strongest place to start is by being yourself.
Start with who you are
For two-time Olympic skateboarding medallist Rayssa Leal, your personal brand should be built on authenticity.
“For me, a personal brand is just being yourself – who you are on and off the field of play,” she says. “People connected with me because I skate with a smile and I stay true to where I come from.”
Former wushu world champion Xiaoxiao Lai agrees that a strong personal brand starts with being clear about what matters to you.
“A personal brand just means expressing your authentic self as best you can,” she says. “It is important to stay true to yourself and your values.”
Breaking Olympian Hiroto Ono believes those values can ultimately matter more than sporting achievements.
“Your character is what truly matters. Results aren’t everything,” he says. “Your values, your actions, and the way you inspire others are what people will remember long after your career is over.”
Share your own journey
According to Rayssa, your personal brand should also reflect your own story, rather than someone else’s.
“Be authentic and don’t try to copy anyone – the thing that makes you different is your biggest strength,” she says. “Share what you genuinely love, be patient, and remember that how you treat people along the way is part of your brand too.”
For world and Olympic gymnastics champion Kaylia Nemour, your personal brand can also tell the story behind your results.
“I believe an athlete can inspire others just as much through their journey as through their medals,” she says. “I share my training sessions, competitions and key moments. But I also show what goes on behind the performances: the doubts, the mistakes, the hard times, and the work it takes to come back stronger.”
Focusing on sharing your own journey doesn’t mean you can’t learn from other athletes. Xiaoxiao suggests looking to your own role models for inspiration.
“Think hard about who your biggest role models are, and three reasons why you admire them,” she says. “Try to emulate the qualities you admire in them – often they are qualities you already possess and are just reinforcing. Build your brand around who you are and who you want to be.”
Share what you genuinely love, be patient, and remember that how you treat people along the way is part of your brand too.
- Rayssa Leal
Make social media work for you
Social media can help you share your story and connect with others, but it should not become a source of constant pressure.
“Use it to show the real you and to inspire people, not to compare yourself to others,” says Rayssa. “I try to post things that make people smile, and I take breaks when I need to. Social media should add to your life, not take it over.”
Kaylia also stresses that what you see online is rarely the whole story.
“We see other people’s successes, but not always their struggles. So, you shouldn't compare yourself to them,” she says. “A bad result doesn’t define who you are. Social media should be a tool for sharing and inspiring, not a source of pressure.”
It’s important to remember the positives too, as Xiaoxiao highlights: “Try to find a supportive community on social media – the group of people who will lift you up,” she says. “Interact with people online as you would in real life – with respect, joy and support. And ignore the haters!”
This is the third article in a series featuring advice from Athlete Role Models who have been there and done it at the highest level of sport. Check out their advice on getting competition-ready and protecting your mental health, and stay tuned for more on our Dakar 2026 page.
This story was originally published on Olympics.com
