Sophie Cunningham doesn’t really do low-key moments. Whether it’s her confidence, her personality, or the growing fanbase she has built, the Indiana Fever guard always seems to find a way to get people talking. And this time, she managed to do it without even stepping onto the court.
The 29-year-old recently featured in Sports Illustrated Swimsuit’s latest edition, where she was photographed by Katherine Goguen at South Seas Resort on Captiva Island, Florida. Soon after the photos dropped, Cunningham shared them on Instagram and captioned them with, “year 1 with @si_swimsuit 
AHHHH!” The post instantly caught attention across the sports world, with teammates, fellow athletes, and even a pro golfer quickly flooding the comments section to show their love.
World’s No. 1 Nelly Korda wrote, “Okkkkkk 
,” while Caitlin Clark quietly showed her support by liking the post shortly after it went live. But they weren’t the only ones. Even Rookie Raven Johnson took to the comments section and wrote, “I mean like 
,” while Lexie Hull added, “Oh em geeeeeeee.”
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The reactions only highlighted how much Sophie Cunningham’s popularity has grown over the last few years. What started as attention around her on-court personality has gradually turned into a much larger presence off the hardwood as well, with the Fever guard becoming one of the more recognizable faces in women’s basketball culture.
That’s also a part of why the SI Swimsuit feature meant more than just another viral social media moment for her.
“It really was so fun,” Cunningham said via SI Swimsuit. “You just feel so empowered, and something I really do love about it is like, they choose … different body sizes, shapes and sizes, different ethnicities, like they just empower all types of women, and it really was like frickin’ awesome. It was awesome.”
And moments like this are becoming an increasingly bigger part of her journey. At this point, her rise outside basketball almost feels as noticeable as her career on the court. Cunningham has steadily built one of the strongest personal brands in women’s basketball, where she has landed endorsement deals with companies like Adidas, Arby’s, and Quest Nutrition.
But let’s be honest, she’s far from being the only player making that leap.
Over the last few years, SI Swimsuit has increasingly embraced WNBA stars, with players like Cameron Brink, Sue Bird, Te’a Cooper, Nneka Ogwumike, DiDi Richards, and Breanna Stewart all appearing in the iconic magazine.
It is also worth noting that Cunningham’s moment reflects the larger evolution happening around women athletes right now, where players are no longer limiting themselves to just their performances on the court.
How Sophie Cunningham and Other WNBA Stars Are Building Brands Beyond Basketball
While in the past, a player’s contract used to be her only income source, the modern WNBA athlete is not limiting herself now. Across the league, players are increasingly stepping into ownership, investments, business ventures, and branding opportunities that can create long-term stability well after their basketball careers end.
Take Dearica Hamby, for example.
The Los Angeles Sparks veteran recently signed a three-year, $3.4 million extension with the franchise after putting together one of the best seasons of her career. But instead of treating the new contract like a reason to suddenly change her lifestyle, Hamby revealed she’s approaching the money with a much bigger vision in mind.
“Obviously, more money, more problems,” Hamby joked. “I’m going to continue to live the way I’ve been living. I’m not going to overindulge because there’s more money on the table. But definitely gonna just be smart about my investments and build things for my daughter.”
That mindset is already translating into real business moves away from basketball because she also opened a smoothie shop called Mood Boost Bar that is set to open in Las Vegas later this summer.
Even Minnesota Lynx star Napheesa Collier has also become one of the faces of this new era. Alongside Breanna Stewart, Collier co-founded Unrivaled, the professional 3×3 women’s basketball league that created new earning opportunities and gave WNBA players another platform to grow their visibility in the United States.
Then there’s Angel Reese, whose popularity has expanded far beyond basketball since entering the league. From major endorsement deals and equity-based partnerships to appearing on the cover of NBA 2K26, Reese has quickly turned her name into one of the most marketable brands.
And that’s exactly why moments like Sophie Cunningham’s SI Swimsuit feature matter. Players across the WNBA are no longer waiting for opportunities to come to them. They are creating them.
