You’ve probably seen the video by now. The one where Ilona Maher, a literal Olympic bronze medalist and professional rugby powerhouse, is crawling through the sand in a tiger-print bikini. She’s lip-syncing to a Kardashian audio clip about "getting her personality back." It’s funny, it’s chaotic, and it’s peak Ilona. But beneath the viral TikTok humor, the Ilona Maher swimsuit moment in Sports Illustrated is doing something much heavier than just selling magazines.
She isn't just a model. She’s a 200-pound athlete who has spent years being told she’s "too masculine" or "too big." Honestly, seeing her on the cover of the September 2024 digital issue and then back for the 2025 print edition feels like a glitch in the Matrix of traditional beauty standards. And she knows it.
The Shoot That Broke the Internet
When Maher first stepped onto the beach in Bellport, New York, for her 2024 debut, the goal wasn't just to look pretty. Ben Watts, the photographer who has captured everyone from Behati Prinsloo to Gigi Hadid, was behind the lens. But the vibe was different. Instead of focusing solely on the "fashion," the crew leaned into her literal power.
We’re talking about a chocolate brown bikini from Myra Swim that highlighted back muscles most people only see in anatomy textbooks. They also put her in a red two-piece by Eres, accessorized with a custom Brent Neale necklace. It wasn't about hiding her size; it was about showcasing the "Beast" half of her "Beauty, Beast, Brains" mantra.
Why 2025 Was Even Bolder
By the time the 2025 issue rolled around, Maher wasn't just a "digital cover" star. She was a household name. Fresh off her Dancing With the Stars runner-up finish and the Paris Olympics, she headed to Bermuda. This time, the suits were even more daring.
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- The Micro-Bikini: She rocked a green and white floral print micro-bikini that basically dared anyone to comment on her "toned legs."
- Animal Prints: A lot of the 2025 shoot focused on bold patterns—think tiger stripes from Tropic of C and cheetah prints from ALT Swim.
- High-End Labels: She was styled in pieces by Norma Kamali, Trusso Swim, and Netta.
"Juicy" and Unapologetic: The BMI Clapback
One thing about Ilona Maher? She’s gonna stand her ground. Shortly after her swimsuit photos started circulating, the "internet experts" came out of the woodwork. They started debating her body type. Some called her "overweight" based on BMI.
Maher didn't ignore them. She leaned into it. She posted a video explaining that she is, in fact, 200 pounds. She calls herself "juicy." She pointed out the absurdity of 20 million people debating her health while she was literally competing at the highest level of human physical achievement.
"It doesn't matter if you're an Olympian or not, my body type is beautiful. Yes, it's bigger than what's considered beautiful in society, but there is beauty in it."
That quote basically became the mission statement for her modeling career. She’s trying to show the girl who feels "too big" for a bikini that her body is a "verb, not an object." It’s about what the body can do—the tackles it can make, the dances it can finish—rather than just how it looks in a still photo.
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Breaking the "Masculine" Myth
For a long time, there’s been this weird, unwritten rule that you can’t be a "beast" on the field and a "beauty" in a magazine. Maher hates that. She wears her signature red lipstick (now a collaboration with Maybelline) during games where she’s literally running through people.
In the Sports Illustrated shoots, she kept that energy. She’s not trying to look like a waif. She’s showing that her "big old frame," as she calls it, is exactly what it’s supposed to be.
The Evolution of the SI Look
If you look at the 2024 vs. 2025 shoots, you see a massive jump in confidence.
- 2024 (Bellport): More nautical, Ralph Lauren-inspired vibes. One-pieces and classic cuts.
- 2025 (Bermuda): String bikinis, high-cut bottoms, and "micro" styles.
She mentioned on her podcast, House of Maher, that for "Young Ilona," wearing a bikini was unthinkable. Now? She’d rather be "prancing around in one" than anything else. That’s a massive psychological shift that a lot of women can relate to.
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The Business of Being Ilona
It’s not just about the photos, though. The Ilona Maher swimsuit effect has turned her into a marketing juggernaut.
- Coppertone: She’s the face of their Sport line, even recreating the iconic "Little Girl and the Dog" ad from the 1950s.
- Maybelline: Her Super Stay Matte Ink campaign is everywhere, proving beauty brands are finally seeing the value in "unconventional" athletic faces.
- Runway: She made her debut at the SI Swimsuit Runway Show during Miami Swim Week, strutting in a teal one-piece with cheetah-print designs.
Actionable Takeaways for Body Confidence
If you’re looking at these photos and feeling a mix of "heck yeah" and "I could never," here is the actual "Maher Method" for shifting your mindset:
- Audit Your Feed: Maher is big on this. If you’re seeing nothing but weight-loss ads and "before and after" photos, your brain starts to think those are the only options. Follow athletes, creators, and people who look like you.
- Focus on Function: Next time you’re in a dressing room, stop asking if the suit makes you look "thin." Ask if you can swim in it. Ask if you can play beach volleyball in it. Shift the focus from the "object" to the "verb."
- Wear the Damn Suit: Ilona’s biggest piece of advice? Just do it. Confidence doesn’t arrive before you put the bikini on; it’s built while you’re wearing it.
- The "Red Lip" Rule: Find your version of Ilona's red lipstick. It’s that one thing that makes you feel powerful even when you're doing something scary or physically demanding.
Ilona Maher is almost 30 now, and she says she's still building her confidence every day. It’s a process. But seeing a 200-pound woman celebrated as one of the "hottest" people in the world? That makes the process a whole lot easier for the rest of us.
Stop waiting to be "small" to start living. Your body is already doing enough just by existing and carrying you through the world. Go buy the tiger print.