Sports Illustrated Swimsuit Launch Event 2022

Pay With Change

To celebrate the release of Sports Illustrated Swimsuit 2022, we produced a ticketed, two day experiential consumer activation featuring meaningful panel discussions, model meet & greets, an inside look at the making of the issue, and engaging partner activations.

We transformed the outdoor space into a branded, beach-inspired experience with custom fabricated elements and takeovers of existing cabanas that featured a variety of programming, including an SI Swimsuit magazine cover photo activation, a US Virgin Islands cabana featuring branded coconuts and relaxing chair massages to give guests a taste of a vacation, and a Maybelline cabana focused on mindfulness and self-care, featuring personal astrology readings.

And to add an important twist, the event celebrated the Pay With Change initiative, a new gender equity advertising initiative, turning the SI Swimsuit franchise into a platform for change.