Sports Illustrated Swimsuit has spent 60+ years defining culture, earning 102 billion PR impressions last year and the Adweek Brand Genius Award. The brand now operates as a full-scale experiential and content platform with 10+ events per year across two flagship windows and year-round activations. Launch Week is a five-day takeover featuring the Cover Reveal, a VIP Red Carpet Party at Hard Rock Hotel with talent carpet moments and evergreen content capture, and the SI Swimsuit Social Club at Spring Place. The Social Club runs Friday and Saturday across four environments: live shows, brand activations and beauty bars, a creator content hub with masterclasses, and a members-only lounge with elevated hospitality and intimate talent access. Saturday night becomes After Hours, a late-night branded lounge experience. Swim Week takes over the W South Beach with the Beach Club on Friday (beachfront brand activations, sampling, talent content) and the Runway Show on Saturday, a broadcast-quality cinematic live show produced by Next of Kin and EverWonder Studio. The reach is significant: 10.5M owned social followers, 200M social impressions, 212M page views, 25M video views, 100M combined talent following, and 350K print draw. Content comes in two formats: Editorial Sponsorships (4-week lead, SI controls creative) and Branded Content (8-week lead, brand involved in approvals with usage rights). The Social Club also travels to Super Bowl, Coachella, F1, Art Basel, and more. Previous partners include Maybelline, Ulta, Celsius, Coppertone, CeraVe, Abercrombie & Fitch, Smirnoff, Tarte, and Summer Fridays.