Ilona Maher, The Olympian who Believes Sport and Femininity go Hand in Hand
Photo: Danni Bishar via Ensemble
Ilona Maher, the bronze medal winning Olympic rugby player, has captured the attention – and the hearts – of the internet. A passionate advocate for body positivity, femininity, and health, Maher has brought more than just an excellent stiff arm (a rugby tactic, for those who don’t know) to the Olympics. She has also enamored TikTok with her hilarious videos that poke fun at the Olympic beds, leisurewear uniforms, and, above all, herself. What is perhaps even more attention-catching is that beneath the quips and funny moments, Maher’s content contains an undercurrent of subtle (and sometimes very clear) criticisms on sexism in sports and judgment cast on different body types.
Ilona Maher first hit it big on TikTok during the Tokyo Olympics in 2021, during which she documented her first Olympic games. Maher hails from Vermont, and didn’t start playing rugby until she started college at 17 years old. This is actually not uncommon for rugby players in the U.S., where the sport has not yet gained much popularity outside of college athletics.
Photo: Danni Bishar via Ensemble
Wearing Lipstick While Performing
The first thing that Ilona Maher has made the news for during the Paris Olympics is her choice to wear lipstick on the rugby pitch. “I feel that I can be a beast and can play this very physical aggressive sport but also keeping my femininity while I do it,” Maher told CBS Mornings (via HuffPost. The athlete reiterated that wearing makeup in no way takes away from an athlete’s ability to perform. In another interview with Bustle, Maher expressed that she thinks of her lipstick as “war paint.”
The stigma that comes with wearing makeup while playing sports is perhaps not one we think about often, but it definitely exists. A lot of times, women in sports – especially more aggressive sports like rugby, softball, or basketball – feel like they have to sacrifice their femininity in order to be taken seriously or even to perform well. Maher is fighting against this idea with the help of one very, very long wearing lipstick (according to Bustle, she wears the Maybelline SuperStay Matte Ink).
The strategy is obviously working for the rugby player/influencer, who has managed to secure several brand deals with makeup brands surrounding this advocacy. According to Forbes, she has scored brand deals with companies like Secret and L’Oréal. She has also launched her own skincare line along with swimmer Ann Ragan Kearns, which they have called “Medalist.”
Photo: Beau Grealy via Instagram
Advocating for Body Positivity
Another topic for which Ilona Maher passionately advocates is body positivity, and embracing every different body type. In a video she posted to her TikTok at the beginning of the Olympic Games in Paris, Maher said, “All body types are worthy, from the smallest gymnast to the tallest volleyball player… all body types are beautiful and can do amazing things.” She preaches the idea that all body types are not only healthy, but important, and emphasizes how many different bodies are represented at the Olympics, where the best athletes in the world come together. Maher has also posted multiple videos talking about food and eating, emphasizing that fueling your body is important no matter what you look like, especially if you are a powerful athlete.
Because Maher has a very strong, muscular body type, she has received some hateful comments, including one commenter insulting her for having a BMI of 30. Maher responded to this, saying, “I do have a BMI of 30… I’ve been considered overweight my whole life.” She continued by saying that she spoke to her dietitian, who expressed that BMI isn’t helpful for athletes, who might be heavier than the average person because of their muscular builds. While she was embarrassed by her status of “overweight” as a child, she has embraced her body and now uses it to excel at rugby. She finished the video by saying, “I do have a BMI of 30… but alas, I’m going to the Olympics and you’re not.”
Photo: Paola Kudacki via The Forecast
On Creating a Career as an Athlete
Perhaps one of the most valuable things for Maher about her large internet following is that it allows her to turn her life as an athlete into a career. This is something that can be challenging, especially for female athletes. Speaking to The Guardian, Maher said, “It is really important to have a profile, and a profile for our sport.” By building an online following, Maher can strategically bring more awareness and support to rugby, crafting a career as a professional rugby player in a culture where that is extremely challenging. It is a brilliant use of marketing – she has leveraged the popularity of the Olympics and as well as her humorous personality to create a career where before there was nothing. By marketing herself, Maher has joined the ranks of professional athletes.