ADWEEK is joined by Olympian Ilona Maher and her sister Olivia Maher, co-hosts of House of Maher, and Tunde “TD” St. Matthew-Daniel, EVP of Original Content at Wave Sports & Entertainment, for an inside look at the evolution of athlete-driven programming. The conversation will explore how athletes are moving beyond traditional endorsements to build lifestyle-first content ecosystems that blend sports, fashion, humor, and culture. From premium digital-first production to social-native audience strategy, this panel pulls back the curtain on what it takes to connect with Gen-Z audiences in a rapidly evolving media landscape and unlock more engaged brand partnerships.