She’s not your typical "model." Honestly, that is exactly why the world lost its mind when Ilona Maher landed on the cover of the 2024 Sports Illustrated Swimsuit issue.
You’ve probably seen her on TikTok. Maybe you saw her stiff-arming opponents into the dirt during the Paris Olympics while wearing her signature red lipstick. But seeing her on a newsstand next to high-fashion icons? That hit different. It wasn’t just about a magazine selling copies; it was a massive cultural shift in how we look at female athletes and "femininity" in general.
The Ilona Maher Sports Illustrated Cover Was Not an Accident
Let’s be real. Sports Illustrated has been trying to stay relevant for years by diversifying their covers. They’ve had Martha Stewart, Kim Petras, and Maye Musk. But the Ilona Maher Sports Illustrated feature felt less like a PR stunt and more like a long-overdue acknowledgment of a specific type of greatness.
Maher is a bronze medalist. She’s a 5'10", 200-pound powerhouse who plays one of the most physically punishing sports on the planet: Rugby Sevens.
When the cover dropped, the internet didn't just give it a polite "like." It erupted. People were obsessed with the fact that her muscles weren't airbrushed into oblivion. You could see the power in her shoulders. You could see the "beast beauty" she always talks about. It was a 180-degree turn from the days when female athletes were only featured in SI if they looked like "traditional" models who happened to play tennis.
Why This Specific Issue Broke the Internet
It wasn't just about the swimsuit.
Maher has built a massive platform—we’re talking millions of followers—by being unapologetically herself. She talks about "thick thighs" and "big girls" with a level of confidence that makes people feel like they can finally breathe. For decades, the Sports Illustrated Swimsuit Issue was the gatekeeper of what was considered "hot" in America. By putting a rugby player with a linebacker’s build on the front, they essentially changed the definition of the word.
She shared the 2024 cover honors with names like Kate Upton, Hunter McGrady, and Chrissy Teigen. That’s heavy hitting company. But Maher stood out because she brought a raw, athletic energy that felt grounded. It wasn't about being dainty. It was about being formidable.
The "Beast Beauty" Philosophy on a Global Stage
Maher’s appearance in Sports Illustrated is the culmination of her "Beast Beauty" brand. If you haven't followed her journey, this is the core of everything she does. She wants girls to know they can be strong, aggressive, and "scary" on the field while still feeling beautiful and feminine off of it. Or even on it. Hence the red lipstick.
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I remember watching her content before the Olympics. She was so transparent about the insecurities that come with having a body type that doesn't fit into a size 2 dress. She’s talked openly about her BMI (Body Mass Index) and how, according to those outdated charts, she’s considered "overweight."
Then she goes and does a Sports Illustrated shoot.
The irony is delicious. It’s the ultimate "checkmate" to the trolls who live in her comment sections telling her she's "too masculine." You can't really call someone masculine when they're literally the face of the most famous swimsuit magazine in history. Well, people still try, but they look pretty silly doing it.
Dealing with the Backlash
It wasn't all sunshine and roses. Whenever a woman who doesn't fit the "standard" mold gets a win, the internet's basement-dwellers come out.
Some critics argued that Sports Illustrated was "going woke" or moving away from its roots. But if you actually look at the history of the magazine, it has always been about celebrating the human form in the context of sport. What is more "sports" than a world-class Olympian?
Maher handled the negativity the way she handles a defender on the pitch: she ran right over it. She continued to post videos of herself eating croissants in Paris and showing off her bronze medal, proving that a magazine cover is just one chapter of her story, not the whole book.
How the Paris Olympics Skyrocketed the Hype
The timing of the Ilona Maher Sports Illustrated debut was perfect. Absolutely perfect.
The issue came out in May 2024, just a few months before the Paris Olympics. By the time she stepped onto the turf at Stade de France, she wasn't just a rugby player. She was a celebrity.
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The U.S. Women’s Rugby Sevens team had a historic run, clinching a bronze medal in a heart-stopping finish against Australia. That medal changed everything. It gave her the "street cred" to back up the glamour. It’s one thing to be a TikTok star; it’s another to be a TikTok star with an Olympic medal around your neck and an SI cover on your resume.
- The "Jason Kelce" Effect: During the Olympics, Maher even got NFL legend Jason Kelce to become the "superfan" of the rugby team. This cross-pollination of sports fans brought even more eyes to her SI feature.
- Viral Marketing: Every time she posted a "behind the scenes" look at the shoot, her engagement numbers went through the roof.
Breaking Down the Visuals
The shoot itself, photographed by Yu Tsai in Belize, was stunning. They didn't put her in a "safe" one-piece and hide her muscles. They put her in bold bikinis that showcased her physique.
There’s a specific shot of her standing in the water where her quads are just... there. No hiding. No slimming filters. It’s a testament to the work she puts in the gym. For a young girl playing softball or volleyball or rugby who feels "too big," that image is probably worth more than a thousand words of encouragement. It’s visual proof that power is attractive.
The Business of Being Ilona
We have to talk about the money and the brand. This isn't just a feel-good story; it’s a masterclass in modern sports marketing.
Female athletes have historically struggled to get the same endorsement deals as their male counterparts. But Maher has flipped the script. By leveraging her Sports Illustrated appearance, she has secured deals with brands like Maybelline, Secret, and New Balance. She isn't just waiting for brands to call; she is creating a demand for herself.
The Ilona Maher Sports Illustrated moment was the catalyst that moved her from "niche sports star" to "mainstream household name."
Actionable Insights: What We Can Learn from Ilona
If you’re looking at Maher’s success and wondering how to apply that energy to your own life or career, there are some very real takeaways here. This isn't just about being a pro athlete. It's about how you position yourself in a world that wants you to stay in a box.
1. Own Your "Flaws" Until They Become Your Features
Maher didn't try to hide her size. She made it her entire brand. If there is something about you that people point out as "different," lean into it. That is your USP (Unique Selling Proposition).
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2. Multi-Platform Presence is Mandatory
She didn't just rely on the magazine. She used TikTok to tell the story around the magazine. She controlled the narrative. If you’re building a brand, you can't rely on one gatekeeper. You need to own your audience.
3. Authenticity Trumps Perfection
People are tired of "perfect" influencers. They want someone who cracks jokes, shows their messy hair, and talks about their struggles. Maher’s SI cover worked because we already felt like we knew her. The "glam" felt earned because we saw the "grit."
4. Diversify Your Skills
She’s an athlete, a creator, a model, and an advocate. In 2026, being just one thing is a risk. Expand your horizons and don't be afraid to step into rooms (or magazines) where people think you don't belong.
The Future of the "SI Swimsuit" Legacy
Where does Sports Illustrated go from here? After the high of the Ilona Maher feature, it’s hard to imagine them going back to only featuring traditional models. They’ve seen the data. They’ve seen the engagement. People want to see people who do amazing things with their bodies, not just people who look a certain way.
Ilona Maher didn't just appear in a magazine. She kicked the door open for the next generation of "big" girls, athletes, and anyone who has ever felt like they had to choose between being strong and being beautiful.
If you want to support this movement, the best thing you can do is keep following the athletes who are breaking these barriers. Watch the games. Buy the merch. Follow the TikToks. The more we show that there is a market for "Beast Beauty," the more the media will be forced to represent it.
Next time you’re feeling a bit "too much" for the room you’re in, just remember Ilona Maher on that cover. Stand tall, wear the lipstick, and don't be afraid to stiff-arm anyone who tries to tell you that you don't fit the mold.