Beyond the Bikini – The SI Swimsuit Edition

by Guest Contributor Erik N. Tischer

It was 1964 when beach scenery and style would change forever.  A yet to be profitable sports publication took a massive step towards legitimizing the bikini while changing modeling for the future.  So, yes, it is that time of year again; time for New Year’s resolutions, playoff football, and the ever popular Sports Illustrated Swimsuit Issue.

Scheduled to be published this year on February 9th, the Sports Illustrated Swimsuit Issue has helped launch the careers for numerous models throughout the years while also gaining unparalleled popularity with tasteful pictures and highly lucrative advertising.  Today, the Swimsuit issue alone accounts for nearly 11% of sales for the publication.  A figure that is impressive considering the magazine is published weekly.  It has become a marketing dream for companies striving to achieve maximum exposure.  In 2005, the issue single handedly carried $35 million in advertising, which is nearly 18% more than an average issue of Sports Illustrated.  The Swimsuit Issue landed the bikini a secure spot in fashion as well as a provocative, sexy appeal to the masses.

The single yearly issue has also lead to supplemental projects, which have increased popularity of the publication and recognition of aspiring models.  There are now Swimsuit Issue Calendars, TV specials, books, and specific websites. The issue has also helped advance the women of sports alongside the top models of the world.  Recently the Swimsuit Issue has featured athletes like Danica Patrick Serena Williams, Amanda Beard, NFL Cheerleaders, and even musician Beyonce Knowles.

Beyond establishing a fashion style and a marketing magnet, the Sports Illustrated Swimsuit Issue has helped establish and accelerate modeling careers.  Some of the planets most popular supermodels have benefited from appearances in the coveted issue, while others have vaulted to stardom from a cover spot.  Models such as Christie Brinkley, Tyra Banks, Cheryl Tiegs, Kathy Ireland and Elle Macpherson have gained instant success by appearing scantily clad on the cover of various Sports Illustrated Swimsuit Issues.  More recently, models such as Marissa Miller and Bar Rafaeli have hit mega triumphs with their 2008 and 2009 cover shots (respectively).

So, it is no secret that the Sports Illustrated Swimsuit Issue is now a cultural staple with a faithful following.  It is undeniable that this issue alone has altered a variety of cultural aspects throughout the history of its existence, while appearing to still have the “pedal to the metal” for the future.  Therefore, it is coming soon leaving little time to delay, so do not hesitate to renew your subscription or visit a store soon and get your copy.