Back to today’s briefing

Story perspectives

Sports Illustrated's Swimsuit Issue: $1 Billion Cultural Icon

6/21/2025

42 5

Summary

Story summary

As editor of Sports Illustrated, I witnessed the Swimsuit Issue evolve into a cultural phenomenon, raking in an astounding $1 billion in 2004 alone. My last issue in 2013, featuring the stunning Kate Upton, embraced innovation by reaching audiences across 13 platforms, blending print and digital to create a captivating multimedia experience.

1 of 1

Story summary

As editor of Sports Illustrated, I witnessed the Swimsuit Issue evolve into a cultural phenomenon, raking in an astounding $1 billion in 2004 alone. My last issue in 2013, featuring the stunning Kate Upton, embraced innovation by reaching audiences across 13 platforms, blending print and digital to create a captivating multimedia experience.