Overview The Sports Illustrated Swimsuit Launch Experience is the run of events that puts each year's SI Swimsuit issue into the world: a red carpet cover party and a two-day social club in New York in mid-May, then a runway show that closes Miami Swim Week two weeks later. In 2026 that issue carried 34 models, with Alix Earle, Tiffany Haddish and Nicole Williams English on the covers. The first issue ran in 1964 under Jule Campbell, and SI Swimsuit won an Adweek Brand Genius Award in 2024. On site Launch Week 2026 ran five days: the cover reveal, a media day, the VIP red carpet party at Hard Rock Hotel New York, and the Social Club at Spring Place on the Friday and Saturday. The Social Club is split into rooms: Swimsuit Island for live shows, beauty bars and brand activations; Creator Island, a content set with masterclasses hosted by TikTok, Instagram and Snapchat; a members' lounge; and After Hours, a late-night lounge once programming ends. SI streamed the Social Club and the red carpet live on SI TV. In Miami, SI Swimsuit takes over the W South Beach for a beach club welcome party and the runway show the next day. Audience SI Swimsuit describes its audience as female-forward. At the Social Club the people in the room are models, creators, press and members, and Creator Island is built so creators can shoot content all day. Talent and Influencers At the 2026 launch party editor-in-chief MJ Day crowned Ilona Maher the 2025 Rookie of the Year, with Olivia Dunne, Brooks Nader, Camille Kostek, Nina Agdal and Molly Sims on the carpet, and Fetty Wap turned up at the after-party. Bethenny Frankel, Haley Cavinder, Claire Kittle and Maher walked the 2026 runway, which Next of Kin produced and Sam Wrench directed. Track record SI Swimsuit puts its 2025 PR impressions at 102 billion. Martha Stewart's 2023 cover, at 81, generated 10.7 billion media impressions on its own. The 2026 runway show went to Hulu and Hulu on Disney+ in June, the first time the show streamed there. Brand presence Partners buy in at four levels, from sponsoring Launch Week or Swim Week with sampling, Social Club gifting and a co-branded activation, up to official partner status across both weeks with digital cover sponsorships and Social Club events away from New York. Individual pieces sell separately: the red carpet step and repeat, a presented live show, a beauty lab on Swimsuit Island or the After Hours bar. Editorial sponsorships need four weeks' lead time and leave creative with SI Swimsuit; branded content takes eight weeks and gives the brand approvals.