By Lizzie Mackenzie
Branding Executive
Ilona Maher is everywhere right now and all the rage. You may recognize her from the 2024 Paris Olympics, watch her on this season of Dancing with the Stars, or seen her on the September cover of Sports Illustrated.
Maher made her Olympic debut in Tokyo in 2020, playing on Team USA's women's rugby team. Though she did not secure any medals, Maher became influential as her social media platforms skyrocketed. She began posting TikToks of life inside the Olympic Village, allowing the public to get an inside view of the life of an Olympic athlete. One viral Tik-Tok video included Maher and her teammates testing the "cardboard" beds at the Olympic Village. Maher demonstrated how Olympic athletes are nothing more than everyday people, and audiences began to resonate with her as they saw her humorous, down-to-earth personality.
After the 2020 Tokyo Olympics, Maher continued to grow her platform and condition for the Paris Olympics in 2024. Her videos were not just entertaining but also empowering to women. She has illustrated vulnerability, showing she does not always feel confident in her body, and gives her viewers tips on dealing with these thoughts. In addition, Maher shows that women don't have to fit into a box; They can play male-dominated sports such as rugby, be strong and muscular, and be confident in being themselves. She started to identify her brand with #beastbeautybrains and position her brand as being authentic to herself and an advocate for female empowerment.
After securing a bronze medal at the recent Paris 2024 Olympics, many brands wanted to partner with Maher. Immediately after the Olympics, she flew to New York to shoot the Sports Illustrated September cover shoot. This campaign showed women that all bodies are bikini bodies, including muscular and athletic.
Since the Olympics, Maher has partnered with brands such as Maybelline New York, L'Oreal, Secret Deodorant, and Tinder. Each of these brands has been strategic about how the campaign can stay authentic to her brand; for example, Maybelline partnered with Maher because of her signature bold red lipstick both on and off the field. In a TikTok video, she tells her fans that the Maybelline Super Stay Matt Ink is her go-to lipstick, which has helped the company sell more of its products. Most of Maher's brand placements come from her Tik-Tok, a strategic decision as many of her followers are Gen Z and Millennials who get their products from influencer marketing.
Maher is currently on season thirty-three of Dancing with the Stars. In an interview with People Magazine, she opens up about the offer, "I was like okay, I want to do it, but I am also very scared to do it because it's something completely out of my comfort zone. I also feel it would be very hypocritical of me not to do it". Reflecting now, Maher explains how grateful she is for the opportunity and how much she is growing. Dancing with the Stars has also greatly benefited from her presence. Maher has significantly boosted their social media awareness by posting entertaining content, whether learning dances like the Cha Cha with her partner Alan or making trending videos with the Dancing with the Stars cast.
Maher has a true gift for not only rugby but also being able to connect with an audience through her platforms. Notable, Maher has also been named one of the Top 10 most marketable athletes of 2024. Maher provides funny, personable content on social media and is a role model to women. She has reached millions, showcasing the importance of body positivity and helping women question the societal boxes society places them in. Maher continues to leverage her voice, spreading empowerment through these brands and shows women have many facets.
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