Livvy Dunne's Sister Julz Reveals the Family Business Behind the Fame
Livvy Dunne has emerged as one of the most prominent figures in college sports today. As a star gymnast at Louisiana State University, she ranks among the highest-paid female athletes through Name, Image, and Likeness (NIL) agreements. However, behind her rapid ascent stands a quiet force: her older sister, Julz Dunne. In an exclusive interview with the Daily Mail, Julz detailed the journey of building Livvy's brand from the ground up, transforming viral moments into lucrative deals, and shedding light on Livvy's relationship with boyfriend Paul Skenes. She emphasized their tight-knit family approach, running operations like a small business that now commands millions in value.
From Social Media Fun to a Flourishing Enterprise
Julz Dunne explained that their venture did not begin with a formal business strategy. Initially, it was simply two sisters enjoying social media together. "We grew the brand for the love of it," she said. "We did social media because we truly enjoyed it, and the business just grew around us organically." Raised in a modest home in New Jersey, sports were integral to their upbringing. While Livvy dedicated herself to gymnastics, Julz pursued softball. Despite their divergent paths, they consistently supported each other, with Julz traveling to watch Livvy compete and Livvy cheering from the stands for Julz's games.
The COVID-19 Pandemic as a Catalyst for Growth
The turning point arrived during the COVID-19 pandemic. Julz highlighted this period as crucial for their brand's development. While staying at their grandmother's residence in Florida, they began to approach content creation with greater seriousness. "We started coming up with content calendars. I helped her film, edit, and post everything," Julz recounted. This strategic effort soon propelled Livvy to become the most-followed college athlete. However, at that time, NIL regulations prohibited her from monetizing her popularity. When the rules changed, they were prepared, though Julz admitted to early missteps. "We made mistakes. We said yes to things we should not have. But we learned from those experiences," she confessed.
Capitalizing on Viral Moments and Maintaining a Family-Centric Approach
One of their most astute business decisions followed a viral incident. Julz recalled watching a baseball game when the camera captured Livvy raising her arms. "I grabbed my phone and told her, 'Put your arms down!'" she said. The clip amassed millions of views, and rather than dismissing it, they leveraged it into a partnership with a deodorant brand. Their operational circle remains intentionally small. Julz elaborated, "It is me, my sister, my mom, her agents, and her lawyer. We keep it tight. It is our family business."
Clarifying Livvy's Relationship and Future Aspirations
Julz also addressed the narrative surrounding Livvy's relationship with Paul Skenes, clarifying that they met naturally through college friends, not for publicity purposes. "They met each other very organically," she stated. She emphasized Livvy's desire to maintain her own identity, separate from being known solely as Skenes' girlfriend. Today, Livvy collaborates with major brands, including connections to Tom Brady's company NoBull, and is venturing into acting. Julz continues to guide these next steps, ensuring the brand's evolution remains steady and strategic.
