The program invites female athletes rostered on U.S. collegiate teams for the 2026–2027 academic year to submit video entries featuring the brand's granola or protein bars on Instagram. Athletes may submit multiple videos through September 15. The ten entries with the highest organic view counts will advance to a final round where Dunne will personally select the winner based on creativity and engagement.

The grand prize winner will receive a $4,500 cash payment, a full semester's supply of JUNKLESS products, and recurring feature spots on the company’s social media channels from late September through December. Additionally, nine runners-up will be awarded $1,000 each along with product prizes. According to COO Chris Pruneda, the contest aims to build on the momentum of the Livvy Fund by expanding financial and professional opportunities for women in collegiate sports. Dunne, who helped pioneer the NIL landscape, emphasized that the goal is to provide a roadmap for long-term career success for the next generation of athletes.