Noah Lyles new mantra 'Look good, Feel good, Run good' headlines 40-minute documentary on growing trend in sports and beauty

Noah Lyles' plans this season is beyond just showing his speed prowess on the track, but extending his influence and legacy to other industries, as he continually chases the dream of being among the all-time greats in sporting history.

For the American sprinter, performance begins long before the starting gun. "Look good. Feel good. Run good," he declared, a mantra that captures his approach to both sport and life.

This philosophy is a central theme in "Meeting the Moment," a new 40-minute documentary from L’Oréal Groupe and The New York Times Advertising. The film profiles four athletes, with Lyles as the headliner, exploring their relationship with beauty, fashion, and personal image.

"There are some people who are praying and hoping that they’ll win, and there are some who know they will win," Lyles stated during a panel discussion after the film's screening, dressed in a striking all-white ensemble. "And when you know that you will win, you need to be prepared for that moment."

While "Meeting the Moment" also features compelling stories from FC Barcelona defender Jules Koundé and two Lucha Libre Femenil wrestlers, Lyles is undeniably the main attraction.

As the reigning Olympic 100m and world 200m champion, Lyles is building his brand beyond the track through his own content company, Iconic Productions, which he launched last summer in partnership with Box to Box Films.

With an eye on the LA28 Olympics, he is focused on "quality over quantity" to develop projects that offer a deeper look into athletes' lives.

"Sprinters, for example, run less than 20 seconds in a race, and most of that is not talking," Lyles observed. "How much did they really get to learn about you? I want to give them their experience to be able to say, ‘This is who I am, this is what I love, and this is how I connect to my fans.’"

With no Olympics or world championships on the 2026 calendar, Lyles is dedicating the year to creating unforgettable experiences for the sport's followers but also gave his advise on how track and field can maintain it's recognitions in off seasons.

"I’ve decided to take this year and say this is a fan’s year in our sport," Lyles told Sports Business Journal.

When asked how track and field can maintain its prominence between Olympic cycles, the six-time world champion stressed the need to innovate and "get out of the rut of what they’ve done in the past." He called for a unified strategy involving athletes, coaches, organizers, and fans to foster growth. "Have we grown? Not as much as I think we can, and we really just, we need a lot more infrastructure," he said.

The documentary's themes align with a growing trend of collaboration between the sports and beauty industries.