Sports Illustrated Swimsuit: Pay With Change

Laura Kim, Vanessa Spagnuolo, Grace Messarra

Sports Illustrated (SI) Swimsuit, an annual fashion magazine, transformed itself from a magazine that objectified women to a magazine that was serious about supporting women with its Pay With Change campaign.

Campaign details

Brand: Sports Illustrated Brand owner: Authentic Brands Group (ABG) Entrant company: EdelmanIdea creation: Edelman New York Market: United States Sector: Magazines, periodicals, books Media channels: Online video, Virtual & augmented reality, Social media, Websites & microsites, Word of mouth, Influencers, KOLsBudget: 500k - 1 million

Executive summary

Since 1964, the annual Sports Illustrated Swimsuit Issue has been an endemic part of culture. By 2016, it accounted for 10% of total ad revenue for all of Sports Illustrated, generating more than $US1 billion....

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