Ilona Maher Issues Bold Warning to Brands as Olympic Star Frustrated Over Identity Misuse

Ilona Maher is a force of nature, plain and simple. This rugby star and social media whiz has truly carved out her own unique spot in the crazy world of sports. Who would have thought growing her profile was due to financial necessity? And she’s putting it to good use too, inspiring girls to take up the sport. “We want to get more players into the game – where are those players? They’re on TikTok. They’re scrolling the apps, they’re watching my little videos and going ‘oh, look at this girl play rugby.’” You can’t help but be drawn in by her amazing energy. She’s an Olympian for the U.S. and a huge TikTok sensation with over 2 million followers – so yeah, people notice her, whether she’s scoring tries or just being herself online.

Remember how she just snagged that bronze medal with the U.S. Women’s Rugby Sevens at the Tokyo 2020 Olympics? Well, her incredible personality didn’t just stop there. It got her a spot on Dancing With the Stars and even landed her some sweet deals with big names like Secret Deodorant and L’Oréal Paris. More recently, she kicked off something really special, teaming with TJ Mazz she launched, “You Sponsored by TJ Maxx” an initiative that brings dynamic sponsorships to everyday women “for being exactly who they already are”  It’s clear she’s becoming a true role model. But, you know how it goes: when you get super famous, things can get a little tricky. What happens when someone tries to take advantage of that fame?

Just this past June, Ilona hopped on Instagram Stories with a pretty straightforward message: “PSA: Stop using me to promote your brand that I have no association with. I’m asking nicely for now.” And it’s not just Maher who was targeted. Another American athlete, Toni Breidinger, had to put out a message on her social media account just a few months ago. “Also I don’t have anyyyyy private secret fan only accounts. I will never ask you for money or sell fan club / VIP cards or anything like that. There are 100000000 fake accounts of me. My management won’t either.” Her most important advice: “So be smart out there.” 

Coming back to Maher, it was a raw, unfiltered moment, and it gave us a peek into the tough stuff that comes with being a big-time influencer. Ilona was calling out brands that were unfairly using her picture or name to sell stuff she never even signed off on. It’s a growing problem in our digital world. Her message was polite, but you could tell she meant business – she’s serious about protecting her brand. So, why is this such a big deal for her?

For Ilona, it’s way more than just a photo or a quick post. It’s about having control. Her entire personal brand, which is all about being real and empowering women, is how she makes her living. If brands just go around using her name without permission, it messes with all that. It could trick her fans and just water down the awesome message she’s trying to share. By speaking up, Ilona is taking a stand. It’s a really bold move for an athlete who’s just as much a cultural icon as she is a sports star. 

Ilona Maher kills it at the Sports Illustrated Swimsuit Runway Show

Ilona Maher, our favorite rugby powerhouse, just absolutely owned the Sports Illustrated Swimsuit Runway Show at Miami Swim Week! Seriously, she strutted her stuff like she was born for the catwalk. And get this – she was fresh off snagging a bronze medal with Team USA’s rugby sevens at the 2024 Paris Olympics. Talk about a winning streak!

The 28-year-old Vermont native truly brought her “Beast, Beauty, Brains” mantra to life as she walked the runway at the W South Beach. If you remember, Ilona was also on the September 2024 SI Swimsuit digital cover, so this was a full-circle moment! She turned heads in two show-stopping looks: a super chic teal Matte Collection monokini with cool criss-cross cutouts, and then a fiery red Heavy Manners bikini with stacked belts. “Let’s do that again @si_swimsuit,” she gushed on Instagram, absolutely beaming with pride. You could totally see her toned physique, sculpted by years of rugby, as she confidently commanded the stage.

But what makes this moment so much more than just a walk down the runway for Ilona?

Beyond her incredible athletic talent, Ilona’s runway debut was a huge statement about body positivity. She told SI Swimsuit, “I love that [rugby] showed me what I can do,” really emphasizing how the sport taught her to appreciate her body for its strength, not just for how it looks according to society’s often unrealistic standards. It really makes you wonder: how much more will Ilona’s influence continue to shake up and reshape the sports world?