What Happened to Sports Illustrated Swimsuit Issue?
The Sports Illustrated Swimsuit Issue, initially conceived in 1964 as a winter sports season filler, evolved into a cultural phenomenon known for launching supermodel careers and generating significant advertising revenue. Despite ongoing controversies regarding the objectification of women, the issue has increasingly embraced diversity and inclusivity in its models and themes, while also undergoing significant changes in ownership and publishing in recent years.
Quick Answer
The Sports Illustrated Swimsuit Issue continues to be published annually, now under the publishing rights of Minute Media, owned by Authentic Brands Group. It has shifted its focus towards celebrating diverse body types, ages, and backgrounds, promoting themes of empowerment and gender equality through initiatives like 'Pay With Change.' The 2026 issue, released in May, featured Hilary Duff, Alix Earle, Tiffany Haddish, and Nicole Williams English as cover models, showcasing its ongoing evolution and relevance.
📊Key Facts
📅Complete Timeline16 events
First Sports Illustrated Swimsuit Issue Published
The inaugural issue, featuring Babette March on the cover, was released as a five-page insert to fill the winter lull in sports news.
Models Identified by Name
The Swimsuit Issue became the first magazine to consistently identify its models by name in print, a move that helped elevate their status.
First Athlete Featured
Olympic diver Ann Peterson became the first athlete to be featured in the Sports Illustrated Swimsuit Issue.
Cheryl Tiegs Controversy
The issue featuring Cheryl Tiegs in a fishnet bathing suit generated significant controversy, reportedly leading to 340 subscription cancellations.
Best-Selling Issue and Peak Circulation
The 25th Anniversary Issue, featuring Kathy Ireland on the cover, became the best-selling issue and marked the peak circulation at 2.7 million copies.
Tyra Banks First Black Cover Model
Tyra Banks made history as the first Black woman to appear on the cover of the Sports Illustrated Swimsuit Issue.
Became Standalone Publication
The Swimsuit Issue became a separate, standalone annual edition, no longer just an insert within the regular Sports Illustrated magazine.
Ashley Graham First Curve Model on Cover
Ashley Graham appeared on the cover, marking a significant step towards body diversity and inclusivity for the issue.
Authentic Brands Group Acquires Sports Illustrated
Authentic Brands Group (ABG) acquired Sports Illustrated, including the Swimsuit Issue, for $110 million, with publishing rights initially licensed to The Maven (later Arena Group).
Leyna Bloom First Transgender Cover Model
Leyna Bloom became the first openly transgender woman to appear on the cover of the Sports Illustrated Swimsuit Issue.
'Pay With Change' Advertising Model Launched
SI Swimsuit introduced 'Pay With Change,' an initiative requiring advertisers to demonstrate commitment to gender equality to secure ad space, aiming to reposition the brand as a force for positive change.
Martha Stewart Becomes Oldest Cover Model
Martha Stewart, at 81 years old, became the oldest person to ever appear on the cover of the SI Swimsuit Issue. Kim Petras also became the second openly transgender woman to cover the issue.
Minute Media Takes Over Publishing Rights
Authentic Brands Group announced that Minute Media secured the publishing rights for Sports Illustrated, including the Swimsuit Issue, taking over from The Arena Group.
60th Anniversary Issue Released
The 60th Anniversary issue was released with multiple covers featuring Chrissy Teigen, Hunter McGrady, Kate Upton, and Gayle King, celebrating six decades of the publication.
2025 Issue Released
The 2025 Sports Illustrated Swimsuit Issue was released, featuring Salma Hayek Pinault, Lauren Chan, Olivia Dunne, and Jordan Chiles as cover models.
2026 Issue Released
The 2026 Sports Illustrated Swimsuit Issue was released, featuring Hilary Duff, Alix Earle, Tiffany Haddish, and Nicole Williams English on its four covers, continuing its focus on diverse and empowering women.
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🔍Deep Dive Analysis
The Sports Illustrated Swimsuit Issue began in 1964 as a modest five-page insert in Sports Illustrated magazine, intended to fill the traditionally slow winter months in the sports calendar. Editor Andre Laguerre and fashion reporter Jule Campbell are credited with its creation, with Campbell shaping it into a media sensation by featuring 'bigger and healthier' California women and identifying models by name, which helped launch the supermodel era.
Over decades, the issue grew in popularity and profitability, becoming a standalone annual publication in 1997. However, it also faced persistent criticism from moralists and feminists who argued it objectified women and was inappropriate for a sports magazine. Controversies, such as the 1978 issue featuring Cheryl Tiegs in a fishnet bathing suit, led to subscription cancellations, though the magazine often leveraged these discussions for publicity.
A significant turning point in its recent history has been a concerted effort towards diversity and inclusivity. This began with Tyra Banks becoming the first Black woman on the cover in 1996, followed by curve model Ashley Graham in 2016. The 2020s saw further groundbreaking covers, including Valentina Sampaio as the first openly transgender model in 2020, Leyna Bloom as the first openly transgender cover model in 2021, and Martha Stewart becoming the oldest cover model at 81 in 2023.
In 2019, Authentic Brands Group (ABG) acquired Sports Illustrated, including the Swimsuit Issue, for $110 million, with Meredith Corporation initially retaining publishing rights. A major strategic shift occurred in 2022 with the introduction of the 'Pay With Change' advertising model, requiring advertisers to demonstrate their commitment to gender equality to buy ad space. This initiative aimed to reposition the brand as an agent of change for women's equity.
As of March 2024, the publishing rights for Sports Illustrated, including the Swimsuit Issue, were transferred from The Arena Group to Minute Media, following disputes and layoffs at Arena Group. Minute Media now oversees the print and digital operations, continuing the brand's evolution. The 2024 issue celebrated its 60th anniversary with multiple covers featuring legends like Chrissy Teigen, Hunter McGrady, Kate Upton, and Gayle King. The 2025 issue featured Salma Hayek Pinault, Lauren Chan, Olivia Dunne, and Jordan Chiles. The most recent 2026 issue, released in May, continued this trend of diverse representation with Hilary Duff, Alix Earle, Tiffany Haddish, and Nicole Williams English gracing the covers, solidifying the issue's commitment to self-acceptance and empowerment.
What If...?
Explore alternate histories. What if Sports Illustrated Swimsuit Issue made different choices?