Sports Illustrated Swim launches new gender equity advertising initiative

Sports Illustrated Swim launches new gender equity advertising initiative

Sports Illustrated Swimsuit has marked the 58th anniversary of its first print issue by introducing ‘Pay With Change’, a new advertising mandate that will focus on advancing gender equity.

SI Swim aims to revolutionise the industry by being the first of it’s kind to turn their ad space into a place that creates change for women. This bold new initiative will see the magazine only accepting to feature brands and advertisers that have played an active role in driving gender equality and progressing women’s empowerment. 

“In a world where women’s bodies are under attack and their value continuously underestimated, we knew we needed to act in a bold, more responsible way. Pay with Change is not just a platform to us, it is our commitment to creating greater progress for women,” says Editor in Chief of SI Swimsuit, MJ Day.

The Sports Illustrated Swimsuit issue is one of the most influential in pop culture and continues to evoke discussion about what defines beauty on a global scale. The issue has since evolved to become a brand focused on inclusion, empowerment and leading change. One of the most prime examples of their progressive work was featuring Layna Bloom and Valentina Sampaio as their first transgender models on the 2020 and 2021 issues, respectively. 

The ‘Pay With Change’ slogan will act literally, with SI Swimsuit claiming the price for doing business with them is purely by making progress. All brands that prove their commitment to gender parity will be certified as a Changemaker. The title can be claimed by a brand that has made, is making, or will make progress for women by May 2022 when the annual issue hits newsstands. Alongside purchasing advertising space within the SI Swim 2022 print issue, ‘Changemaker’ brands will also be featured across their digital properties, including social media channels.

“Pay With Change will be our new standard for business moving forward. It’s our proof of progress, proof of passion and proof of our belief that we must be the change we want to see,” says Hilary Drezner, general manager of Sports Illustrated Swimsuit.

In addition, a percentage of each dollar gathered in advertising revenue generated by the annual issue will go towards the newly established Sports Illustrated Gender Equity Fund, which will support a nonporfit organisation that is on the frontlines of championing gender equality.

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