Sports Illustrated Swimsuit Takes Over Miami for 2021 Issue Launch

In celebration of Sports Illustrated Swimsuit’s 2021 Issue launch, the brand hosted a series of events and activations, beginning with Miami Swim Week and ending with a takeover of the Seminole Hard Rock Hotel & Casino in Hollywood, Florida. The coverage of the events totaled 15.6 billion+ press impressions and 44.3 million+ social media impressions across all of Sports Illustrated Swimsuit’s channels.

Miami Swim Week

Sports Illustrated Swimsuit made waves with an inclusive runway show that featured authentic and aspirational women of all sizes, ages and races during Miami Swim Week at the Mondrian South Beach Miami in Florida.

Coverage of the show generated 1.8 billion+ press impressions and 14.8 million+ social media impressions.

Sports Illustrated Swimsuit 2021

This year, Megan Thee Stallion, Naomi Osaka and Leyna Bloom made history on the cover of the 2021 issue of Sports Illustrated Swimsuit, which continues to expand industry perceptions of beauty.

Naomi Osaka, who lit the Cauldron at The Olympic Games, became the first Haitian and Japanese woman on the magazine’s coveted cover. Megan Thee Stallion and Leyna Bloom also broke barriers as the first female rapper and first transgender woman, respectively, to front Sports Illustrated Swimsuit.

The issue reveal and cover announcement garnered 11.92 billion+ press impressions and 21.24 million+ social media impressions.

The SI Swimsuit Garden

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The weekend-long celebration included the SI Swimsuit Garden, which featured unique beauty and wellness activations by Emsculpt, TRX, Vita Coco and Baileys, in addition to meet-and-greets with Sports Illustrated models Jasmine Sanders, Camille Kostek and more.

The 2021 Issue launch weekend’s festivities resulted in 1.9 billion+ press impressions and 8.3 million+ social media impressions.

Front and Center

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Sports Illustrated Swimsuit hosted an exclusive concert on Saturday with unforgettable performances by cover star Megan Thee Stallion, as well as Tinashe and Anitta, who were both featured in this year’s issue.

SOCIAL SHOUTOUT

44.3 million+ social media impressions

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The Sports Illustrated Swimsuit 2021 Launch Week celebration yielded 8.3 million+ social media impressions and counting! Celebrities and Swimsuit models who also engaged with the event on their channels included Megan Thee Stallion, Anitta, Tinashe, Olivia Culpo, Jasmine Sanders, Kate Bock and Camille Kostek.