Sports Illustrated Swimsuit Issue

The Sports Illustrated Swimsuit Issue debuted in January 1964 as a five-page supplement tucked inside the main magazine. Managing editor Andre Laguerre wanted a cover that would grab attention during the quiet winter sports lull, and editor Fred Smith pitched the idea of a woman in a swimsuit at a resort. The first cover featured Babette March, a model who had never appeared on a major magazine cover before.

What started as a small insert became a standalone issue in 1997 and grew into a multimedia franchise spanning digital content, social media, and merchandise including a line of women's bathing suits. The issue is credited with helping to popularize the bikini, which had been invented in 1946. Over the decades, the cover evolved into a career-defining moment for models. Kathy Ireland's 1989 cover sold 2.7 million copies, the highest circulation ever for the issue.

The brand has navigated shifting cultural tides. Early issues featured almost exclusively thin white women, but recent years have brought broader representation: plus-size models like Ashley Graham, transgender models like Valentina Sampaio, and athletes like Megan Rapinoe. The Sports Illustrated Gender Equity Fund, launched in 2021, invests a percentage of ad dollars from the issue into nonprofits working for women's equality.

Ownership has changed hands multiple times. Authentic Brands Group bought Sports Illustrated from Meredith Corporation in 2019 for $110 million. In March 2024, ABG licensed publishing rights to Minute Media in a 10-year deal, after terminating a contract with The Arena Group. Minute Media committed to keeping the print edition alive, though in May 2024 subscribers didn't receive a print copy for the first time in 70 years. [edit]