Efforts to research the link between uniform colors and performance in sport have gained momentum in recent years demonstrating a red superiority effect. The current investigation identified a gender gap in participation between laboratory experimental studies of performance, which are dominated by women participants, and archival game analysis research, which is almost exclusively conducted in elite men`s sports. To address this disparity, we conducted the first dedicated exploration of uniform colors with women`s American collegiate basketball teams during the national annual tournament (NCAA) in a period spanning eight seasons (2012-19). In contrast to the evidence from experimental research, we failed to detect an effect and the results remained null when several colors were tested and ranking was considered. Based on the findings, we conclude with mounting confidence that uniform colors do not exert influence over winning in relatively long-duration, low aggression team sports with substantial physical contact. We discuss the results in relationship to the color-in-context theory (Elliot & Maier, 2012) and highlight its shortcomings pertaining to sex as a moderator.
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