February 15, 2017
The annual Sports Illustrated Swimsuit issue is one of the most highly anticipated magazine issues in fashion and beauty. The 2017 edition (on sale as of February 15, 2017) reached several milestones.
The first time a model is on three covers of the same issue.
Kate Upton graces three covers of the issue. Upton’s appearance on three national covers is a first for SI Swimsuit. It also marks her third cover appearance (2012, 2013), tying her with Christie Brinkley (who returns to SI Swimsuit this year at 63), Kathy Ireland, Daniela Pestova and Cheryl Tiegs. Elle Macpherson holds the record, with five SI Swimsuit covers.
More diversity than ever before.
The women featured in the issue include five previous cover models (Nina Agdal, Christie Brinkley, Ashley Graham, Hannah Jeter and Chrissy Teigen), five mothers (and one expecting), five world-famous athletes (Simone Biles, Genie Bouchard, Aly Raisman, Serena Williams and Caroline Wozniacki) and seven rookies, al assembled by Swimsuit Editor MJ Day. In addition to being models, these women are authors, activists, designers, kick boxers, impresarios, Olympic gold medal winners, students, singer-songwriters, up-and-coming and leading business executives and role models.
The first mother-daughter photo shoot.
Brinkley posed with her two daughters, Alexa Ray Joel and Sailor Brinkley Cook.
An unprecedented multi-platform, multimedia launch.
Launch week featured over a dozen Facebook Live shows, including the announcement of the 2017 Rookie of the Year winner from Facebook’s Manhattan studios; a Snapchat Global Live Story following the models during Swimsuit launch; a new partnership with Giphy to create hundreds of GIFs searchable by model and topic; exclusive new YouTube videos featuring top influencers; exclusive Instagram swimsuit videos and much more. There are also partnerships with @WomenIRL—a Time Inc. Instagram community devoted to authenticity—and with Health.com to launch the new “What I Model” campaign, which coincides with the tagline for this year’s edition, “Every body, Every age, Every beautiful.” It celebrates confidence and beauty in all its forms as women can participate by submitting their own videos using the #WhatIModel and #LoveYourSwimsuit tags.
SI Swimsuit also revealed never-before-seen photos and video content, including 360-degree videos from shoots in Fiji and Mexico, nearly 1,000 bonus pictures, dozens of new Swimsuit videos, premium in-app content and much more.
In addition, “The Making of Sports Illustrated Swimsuit 2017” premiered exclusively on DirecTV Now on February 15, 2017. The 50-minute documentary offered viewers a rare extended glimpse behind the scenes of the creation of the iconic issue.
On February 16, 2017, SI Swimsuit streamed a live show from the red carpet of the New York City launch party debuting this year’s full cast of models. The VIP event had a DJ performance by Nick Cannon and an array of social integrations.
The first VIBES by SI Swimsuit festival.
There was also the inaugural VIBES by SI Swimsuit music, food and culture festival taking place in Houston on February 17 and 18, 2017, featuring live performances by Grammy winners Diplo and Miguel; a range of panels hosted by 2017 Swimsuit models; and food offerings from local and national celebrity chefs.