The world knows Livvy Dunne as a Louisiana State University icon and the highest-earning female athlete in college sports, but behind the TikToks and million-dollar deals is a secret weapon.
Julz Dunne, Livvy’s older sister, is described as the ‘brains behind the operation,’ navigating the uncharted waters of Name, Image, and Likeness (NIL) and global stardom from their New York base.
‘I really call myself a professional older sister,’ Julz admits, detailing a day-to-day life that involves partnerships, strategy and protecting their family-built brand.
Peeling back the curtain, she admits the transition from student-athletes to a global entity wasn’t part of a grand plan but rather a natural journey built on sisterly loyalty.
‘We grew the brand for the love of it,’ she says. ‘We did social media because we truly enjoyed doing that and the business just grew around us.’
In an exclusive sit-down with the Daily Mail, Julz details the journey that transformed a New Jersey gymnast into a household name with a brand valuation that is soaring higher than ever expected.
By the time she was a freshman, Livvy was the most-followed collegiate athlete in the country
Julz Dunne has lifted the lid on Livvy Dunne’s journey from student-athlete to a global icon
For the Dunne sisters, life at home was similar to most. Their humble beginnings began in a quaint household in Hillsdale, New Jersey, which was sports obsessed.
‘Sports were a big part of our experience growing up, it was fun,’ Julz explained. ‘Liv and I, though, were never competitive with each other. We were very different.’
While Livvy was a gymnast, Julz was a dedicated softball player. And while the former was homeschooled until the age of 14, the latter attended Pascack Valley High School until graduating in 2019.
But despite differences in both their education and their sporting endeavors, that never threatened to pull them apart. Instead, it only brought them closer.
‘I think when it came to sports, we could only be supportive of each other. Liv would be in the stands cheering me on – whether it was a high school game or a club team.
‘The same goes for her with gymnastics. I would travel the country cheering her on with my family. Then, even when it came to LSU, I had a designated seat in the front row of the student section with a gold cowboy hat – I would scream my head off!
‘Every sibling duo has their banter and whatnot, but at the end of the day, we were each other’s biggest supporters,’ Julz added.
The world knows Livvy as an LSU icon and the highest-earning female athlete in college sports
For the Dunne sisters, life at home was similar to most. Their humble beginnings began in a quaint household in Hillsdale, New Jersey, which was sports obsessed.
‘By the time she was 10 years old, she was a Level 10. In gymnastics, that’s the highest level you can be at before going to elite on the Olympic route,’ Julz explained.
Their household was led by a mother with an entrepreneurial spirit and a father who is an attorney, though he would later choose to stay out of the legal side of Livvy’s deals.
‘He always said, “I want to be your dad; I don’t want to be your lawyer,”‘ Julz says. ‘I don’t want to accidentally ruin Olivia’s life through a contract.’
It quickly became apparent that those deals would present themselves sooner than expected, as college scouts began taking notice of a 10-year-old with supreme talent.
‘By the time she was 10 years old, she was a Level 10. In gymnastics, that’s the highest level you can be at before going to elite on the Olympic route,’ Julz explained.
‘She became the youngest elite gymnast in the country. That’s when we’re like: “Oh, this is legit.” Also, during this time, you could be recruited, so she started getting her college offers at 10.
‘I didn’t know what Hannah Montana episode I want to watch next, and she’s like, “I’m going to go to college”,’ Julz joked.
By the age of 11, Livvy was already making her debut in the American Classic, finishing 28th and proving that she belonged on the national stage.
‘Going down that elite route at such a young age was very, very intense,’ Julz said.
Julz explained how the sisters were each others’ biggest supporters in their respective sports
The sisters found viral success during the COVID-19 pandemic as they went all-in on TikTok
However, as the old adage goes, pressure makes diamonds. And it was clear that the early success laid the groundwork for her time at LSU, where she would eventually lead the Tigers to a historic national championship.
But, before Livvy even became a Tiger, the sisters began working tirelessly on building the foundations of a brand that would soon skyrocket.
The real explosion occurred during the COVID-19 pandemic, a period that Julz identifies as the turning point when Livvy’s hobby evolved into a marketing machine.
As the gyms shut down during the pandemic, their home became their boardroom. ‘COVID is really where the brand-building journey began,’ she said.
From the confines of their grandmother’s condo in Florida, she explains: ‘We started coming up with content calendars. I helped her film, I helped her edit, I helped everything go up.
‘I helped her with the rise of TikTok and diversifying content across other platforms – watching her Instagram and Snapchat and other socials grow alongside it. By the time she was a freshman, she was the most-followed collegiate athlete in the country.
‘But also, at that time, she couldn’t take a dollar; the NIL rule was not turned over. You have all these brands knocking on your door and she can’t take a penny, she can’t take a free T-shirt. It was just such a crazy experience.’
When the NIL rules shifted during Livvy’s sophomore year, the sisters were perfectly positioned to capitalize on a market they had already spent years cultivating for free.
Later down the line, she would eventually lead the Tigers to a historic national championship
Livvy Dunne attending the 2025 Sports Illustrated Swimsuit Issue launch party in New York
‘It was such unprecedented and uncharted territory, so it was through a lot of trial and error. Between balancing school and gymnastics, plus work, it was definitely a rocky road. We definitely said yes to things that we should have said no to,’ she explained.
‘Saying no is hard sometimes when the brand deal is in front of your face, but sometimes you have to say no for your own peace and to keep yourself in line with your other priorities in life. Specifically, when it comes to being a student-athlete.
‘Brands don’t care that you have an away game or conditioning at seven in the morning. And so, trying to find the balance of it all was hard to get a good grip on – but we got there eventually.’
What began with sponsored posts and endorsements quickly spiraled into a global powerhouse, boasting partnerships and equity in brands such as Tom Brady’s NoBull.
Despite their astronomical success, Julz insists on keeping their inner circle remarkably tight. ‘It takes a village – but the village is low-key small,’ she admits.
‘It’s honestly me, my sister, my mom, Olivia’s four agents and her lawyer. So, we keep it small and tight – we call it the “family business”. It’s crazy to think this multi-million dollar brand is our little family business but it is.’
Operating from their base in New York, Julz oversees the day-to-day mechanics of the empire, ensuring every move stays true to the persona they have built.
‘I work a lot on the brand side, so I do brand management and partnership strategy. A lot of my days consist of sitting in on calls, going back and forth with brands, working on deliverables, coming up with creative, and seeing that through execution.
Operating from their base in New York, Julz oversees the day-to-day mechanics of the empire
Julz insists on keeping their circle tight. ‘It takes a village – but the village is low-key small’
‘I think it’s really important, in such a chaos-filled life with so many moving parts, to stay as organized as possible and as authentic to the “Livvy” brand as possible.’
Perhaps the best example of the Dunne sisters proving their savviness when it comes to brand building and sponsorships was Livvy’s viral ‘sweat’ moment last year.
‘Let me paint you this picture. I’m on this couch watching that baseball game, and it pans to her with her arms up in all her glory,’ Julz recounted.
‘I had never grabbed my phone so fast and started blowing her up: “Put your arms down! Put your arms down!” I’m here with my mom, she’s like, “Oh no.”
‘It had 18 million views in like a day. In those viral moments, Livvy is one to laugh at herself. She’s also one to hop on those viral moments and poke a little fun at it.’
‘Immediately, we’re like, “Alright, next step: deodorant company.” We landed with Secret, and it was such an awesome deal to come off such an interesting moment.’
Livvy’s profile continued to grow from her college days and got another major boost after she went public with her relationship with Pittsburgh Pirates star Paul Skenes.
While some have previously speculated that their relationship was a strategic PR move, Julz tells a much more traditional story of how the former LSU stars met.
Perhaps the best example of the Dunne sisters proving their savviness when it comes to brand building and sponsorships was Livvy’s viral ‘sweat’ moment last year
Shortly after the viral moment, she announced a partnership with deodorant brand Secret
Meanwhile, Livvy’s relationship with MLB star Paul Skenes has also boosted her profile
‘Part of Livvy’s identity, especially stepping into this acting world post-grad, was ‘I don’t want to be just known as Paul Skenes’ girlfriend’ or ‘a WAG.’ I want to be Olivia.’
‘Her roommate was dating a baseball player, and his roommate was Paul. So they met each other very organically prior to the baseball season.
‘At the end of the day, they’re just Liv and Paul. It’s crazy to other people, but to me, it’s like my little sister and her boyfriend.’
Julz admitted she played the typical protective older sister role initially, jokingly asking: “Who the hell is this?” when Skenes first appeared in Livvy’s life.
However, she maintains a boundary between personal lives and business, ensuring that Livvy remains an independent brand and not just ‘Paul Skenes’ girlfriend.’
‘Part of Livvy’s identity, especially stepping into this acting world post-grad, was “I don’t want to be just known as Paul Skenes’ girlfriend or a WAG. I want to be Olivia.”‘
As a result of building Livvy’s profile, the sisters launched the ‘Livvy Fund’ aimed at helping other female student-athletes at LSU navigate the NIL landscape.
‘Liv started it at LSU. Essentially, she went to the brands she was working with and said, “Hey, would you want to contribute to the Livvy Fund?”
‘Then these brands would provide smaller brand deals to other female athletes at LSU who may not have had the opportunity to work with such a large brand. That’s where I step in. I essentially do what I do with Liv, but for them.’
Julz helps oversee the ‘Livvy Fund’ which is aimed at helping other female student-athletes at LSU navigate the NIL landscape
Former LSU star Livvy is currently shooting for a role in the reboot of 90s classic ‘Baywatch’
‘Specifically for female athletes, hurdles come in where your sport may not be the primetime television slot. That’s why it’s important to post on social – not only to build your NIL value but also to bring eyes to your sport and build traction for it.’
While her primary focus remains Livvy, Julz has quietly built a digital empire of her own, including the popular ‘Forgotten Siblings’ social media accounts.
She credits her own experience as a creator with making her a better manager, giving her a direct understanding of the creative process and the demands of an audience.
‘It really shocks me that there’s an audience for everything, truly. I’m a big advocate for this, even through NIL, that anyone can do it. All you have to do is just start. Trust me, you don’t need a famous sister to get the ball rolling; anyone can truly do it.
‘People are always, whether joking or not, being like, “Oh, you use your sister.” But she’s the first one to tell me, “This would be a great idea for Forgotten Siblings” or “why don’t you do this?” or “I’m going to post this; you should comment this.”‘
The sisters are now branching into Hollywood, with Julz supervising Livvy’s transition into acting, including her role as Grace in the upcoming Baywatch reboot.
As Julz heads back to Los Angeles to oversee these endeavors, it’s clear that the ‘brains behind the operation’ is transforming a sports legacy into an entertainment dynasty.
