She walked onto the beach in Puerto Rico, and the internet basically hit a breaking point. We’re talking about Olivia "Livy" Dunne. When the news dropped that the LSU gymnast was appearing in the 2023 Olivia Dunne Sports Illustrated Swimsuit issue, it wasn't just another model booking. It was a massive cultural shift. It was the moment that the NIL (Name, Image, and Likeness) era finally got its undisputed poster child.
People love to argue about her. They really do. You’ve probably seen the debates on Twitter or TikTok about whether she’s a "real" athlete or just an influencer who happens to do bars and floor. Honestly, that's such a tired take. Dunne is a decorated NCAA athlete. She's a former USA National Team member. She didn't get to LSU by accident. The Sports Illustrated feature wasn't a distraction from her sport; it was the ultimate monetization of her hard work.
The Puerto Rico Shoot: Breaking the Internet
Photographed by Ben Watts, the shoot was vibey, colorful, and—to be blunt—extremely lucrative for everyone involved. Dunne was the first college athlete to ever sign with Sports Illustrated Swimsuit in this capacity. Think about that for a second. For decades, SI was the gatekeeper of "it girl" status. Now, they’re chasing the audience that Dunne built herself from her dorm room.
The photos were everywhere.
One minute she's in a tiny bikini on the sand, the next she's posting a "behind the scenes" clip to her millions of followers. That’s the magic of the Livy Dunne brand. She bridges the gap between old-school legacy media and the chaotic, fast-paced world of social media. While some critics claimed the shoot was "too much," Dunne leaned into it. She’s gone on record saying that being an athlete and being feminine aren't mutually exclusive. You can be a beast on the uneven bars and still want to look pretty in a magazine. Why is that still a controversial concept in 2026?
Why the SI Swimsuit Feature Actually Mattered
It wasn’t just about the photos. Not even close. This was a business move.
When we talk about the Olivia Dunne Sports Illustrated collaboration, we have to talk about the money. NIL changed everything. Before 2021, if an athlete like Dunne did this, they’d be banned from the NCAA instantly. They’d lose their scholarship. Their career would be over. Now? She’s making seven figures. She’s arguably the most powerful woman in college sports because she figured out how to own her image before the gatekeepers could tell her what it was worth.
The NIL Power Play
Dunne’s valuation has hovered in the $3 million to $4 million range for a while now. The SI feature acted as a massive "stamp of approval" from the corporate world. It told brands like Vuori, American Eagle, and Motorola that she wasn't just a TikTok trend—she was a legitimate superstar with staying power.
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People forget that Dunne is a pioneer. She navigated these waters when there was no roadmap. Every time she appears in a major publication like Sports Illustrated, she’s setting the market rate for every female athlete who comes after her. It’s about leverage. If Livy can get SI, then the next star gymnast or basketball player knows their value is higher than a free smoothie from a local shop.
The Backlash and the "Distraction" Narrative
It wasn't all sunshine and beach photos, though.
The "Livy Dunne Sports Illustrated" era brought out a lot of grumpy traditionalists. You know the type. The ones who think female athletes should only be seen in their uniforms, sweating, with no makeup on. There was this weird narrative that her social media fame was a "distraction" to the LSU gymnastics team.
The reality? LSU’s attendance records exploded. Fans were lining up around the block. The team won a National Championship in 2024. If that’s a "distraction," every coach in America should be begging for one. Dunne has been incredibly vocal about the double standards. Male athletes can do car commercials and shoe deals without anyone questioning their "focus" on the game. But a woman does a swimsuit shoot? Suddenly, everyone’s worried about her GPA and her practice schedule.
She handles it with a shrug.
"I'm just a gymnast," she’s said in various interviews, usually with a wink. She knows exactly what she’s doing. She’s playing the game better than anyone else.
The Technical Side of the Brand
If you look at the way the Olivia Dunne Sports Illustrated content was rolled out, it was a masterclass in cross-platform marketing.
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- TikTok: High-energy, funny, relatable clips that make you feel like her friend.
- Instagram: Polished, editorial, high-fashion shots that appeal to luxury brands.
- Sports Illustrated: The "Prestige" factor that anchors her in the real world of sports history.
She didn't just post the photos and walk away. She created a narrative. She shared the "struggle" of the shoot, the early wake-up calls, the nerves. It humanized a girl who, to many, looks like a literal Barbie doll. That relatability is why her engagement rates are higher than most NFL players.
The Future: What Happens After LSU?
Livy Dunne isn't going to be a college gymnast forever. She’s already transitioned into a different kind of mogul. The Sports Illustrated appearance was a bridge. It showed she could handle the transition from "college kid" to "global brand."
We’re seeing her show up at the ESPYs, at fashion weeks, and on late-night talk shows. The SI shoot was the catalyst for her to be taken seriously by people who don't follow NCAA gymnastics. It gave her a seat at the table with the world’s most famous models and athletes.
Actionable Takeaways for the NIL Era
If you’re a young athlete or a brand manager looking at the Olivia Dunne Sports Illustrated phenomenon, there are a few things to keep in mind.
First, authenticity is everything. Dunne didn't change her personality for SI; she brought SI into her world. If you’re trying to build a brand, don't wait for a legacy publication to find you. Build your own audience first. Dunne had millions of followers before SI ever called. That gave her the power to negotiate and stay true to her "Livy" persona.
Second, ignore the noise. There will always be people who think you're doing "too much" or the "wrong thing." If Dunne had listened to the critics who told her to stop posting on TikTok and just "focus on gym," she’d be just another talented athlete with a degree and zero bank balance. Instead, she’s a millionaire who changed the industry.
Lastly, diversify your content. Don't put all your eggs in one basket. Dunne uses SI for prestige, TikTok for reach, and Instagram for aesthetic. Use different platforms for different goals.
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The Olivia Dunne Sports Illustrated collaboration wasn't a fluke. It was the result of years of grinding in the gym and hours of editing videos in the back of a bus. She’s the blueprint. Whether you love her or hate her, you have to respect the hustle. She’s not just a gymnast on a beach; she’s the person who rewrote the rules for an entire generation of athletes.
To really capitalize on the current NIL landscape, start by auditing your social media presence. Look for ways to showcase your personality outside of your sport. Reach out to local brands that align with your actual interests—not just what you think you "should" promote. Building a brand like Dunne's requires consistency and a thick skin. Start by posting one piece of behind-the-scenes content per week that shows the human side of your athletic journey. That’s where the real connection happens.
The era of the silent athlete is dead. Long live the era of the creator-athlete. Dunne showed us how it’s done, and honestly, she’s just getting started. If you're not paying attention to how she leverages these big media moments into long-term equity, you're missing the biggest lesson in modern sports business. It's about ownership. It's about the "Livy" brand being bigger than any one magazine cover or any one routine. That is the real power of the Sports Illustrated debut. It wasn't the destination; it was the launchpad.
Keep an eye on her upcoming ventures in the tech and venture capital space. She’s already hinting at using her earnings to invest in female-founded startups. That’s the next evolution. From the vault to the beach, and eventually, to the boardroom. It’s a wild ride, and she’s the one in the driver's seat.
Next Steps for Athletes and Brands:
- Analyze your current engagement metrics to see which "personality" posts perform best compared to "action" posts.
- Develop a multi-platform strategy that uses legacy media (like magazines or local news) to anchor your digital-first brand.
- Prioritize long-term partnerships over one-off "pay-for-post" deals to build a more stable brand identity.
- Focus on storytelling that highlights the intersection of your sport and your personal life, as this creates the highest level of audience loyalty.
The "Livy effect" is real. It’s changed how we view college sports, how we value female athletes, and how we consume sports media. It's not just about a swimsuit; it's about a total shift in who holds the power in the sports world. And right now, that power belongs to the girl with the phone and the handstands.