Sports Illustrated Swimsuit

The Concept

Host a weeklong, multi-city consumer facing, sponsor driven event to celebrate the launch of the iconic Sports Illustrated Swimsuit edition and engage fans of all ages. After 51 years, Sports Illustrated wanted to let fans take part of the Swimsuit franchise and meet the models.

iDEKO concepted, designed and fabricated areas for each of the shoot locations – Blackberry Farm, Kauai, Route 66, Natural Beauty, West Coast, and Body Paint, and custom built activations for each of the sponsors; Schick, Maui Jim, title sponsor Lexus, Old Spice, Coors/Millers and others. In New York, iDEKO managed all permitting and coordinated with numerous municipal agencies.

Working collaboratively with Octagon and Sports Illustrated, iDEKO produced both Swim Week events. (SwimCity in New York City’s Herald Square and Swimville in Nashville’s Upper Broadway) Both events were housed under large clear-topped, clear-sided framed tents. 24 of the 25 beautiful models appeared in NYC including cover-girl Hannah Davis, Chrissy Teigen, Chanel Iman, Irina Shayk, amongst others from the 2015 Swimsuit issue. Both events were a huge success and over 8,000 fans attended.