Sports Illustrated Swimsuit and Hard Rock International have joined forces to amplify strategic opportunities for each of these pop culture institutions including the creation of new and unique content opportunities. Hard Rock’s integrated resort properties across the United States – including South Florida’s iconic Guitar Hotel – will serve as backdrops for Sports Illustrated Swimsuit’s globally recognized magazine issue and digital media platform. The partnership will kick off in March in celebration of International Women’s Month and will continue through the launch of this year’s Sports Illustrated Swimsuit issue, which hits stands on July 20.
With an exciting roster of destinations that includes Atlantic City; Hollywood, Fla.; Tampa; and Sacramento, the Hard Rock partnership will afford Sports Illustrated Swimsuit the ability to create compelling content around each property and to showcase its new 360-degree lifestyle approach established during these unprecedented times. The content, which will live on both brands’ channels, will take audiences through an exclusive tour of all that Hard Rock has to offer, from immersive spa experiences to blackjack tournaments and cooking lessons from top chefs, all viewed through the lens of Sports Illustrated’s remarkable photographers.
The Sports Illustrated Swimsuit team, which has been utilizing Hard Rock’s properties for the creation of the 2021 original content features, will also tie musical components into their overall presentation, adding greater connectivity to the Hard Rock brand. Additionally, the Sports Illustrated Swimsuit launch event, set to take place at Seminole Hard Rock Hotel & Casino in Hollywood, Fla., later this year, will feature a star-studded musical performance at the spectacular Hard Rock Live concert venue.
“We are thrilled to be teaming up with Sports Illustrated Swimsuit, which continues to offer one of the most anticipated and celebrated annually released media publications in the world,” said Keith Sheldon, President of Entertainment for Seminole Gaming and Hard Rock International. “This exceptional partnership will enable us to showcase the Hard Rock brand to a global audience in new and unique ways while highlighting our ongoing commitment to entertainment via the integration of musical elements throughout.”
The brands have also sought additional ways to connect with their fans, creating aco-branded merchandise series that reimagines the iconic Hard Rock t-shirt into a capsule collection that features t-shirts and sweatshirts customized for sun-seekers. The highly anticipated drop will be available for purchase at select Hard Rock shop locations and shop.hardrock.com.
Both organizations have a shared thought leadership when it comes to empowering women which will be amplified during International Women’s Month. The first initiative includes #StrongLikeAWoman, an Instagram challenge encouraging users to post a photo of themselves recreating the iconic Rosie the Riveter pose with a caption of what makes a woman strong and powerful. Hard Rock and Sports Illustrated Swimsuit will be reposting and sharing their favorites throughout the month.
To magnify the reach of the campaign, Sports Illustrated Swimsuit and Hard Rock will also be hosting a series of panel discussions, fireside chats, and musical performances to address key topics facing women globally. This platform will be philanthropic with a focus on fundraising for various female-focused charitable causes via the Hard Rock Heals Foundation.
“There’s a synchronicity between Sports Illustrated Swimsuit and Hard Rock International that generates a really powerful partnership,” said Hillary Drezner, Head of Partnerships at Sports Illustrated Swimsuit. “This exciting opportunity brings together two legendary brands that share a commitment to innovation and excellence and allows us to create unique content and experiences. Hard Rock has been an incredible partner and we are excited to be joining forces with them.”
Hard Rock’s female empowerment initiatives have been championed by its most senior leaders, including EVP of Administration, Tracy Bradford, who is also the founder of the internal mentorship program, Seminole & Hard Rock Women in Leadership. “The opportunity to showcase our beautiful properties through the lens of body and image positivity with a spotlight on celebrating and supporting the wide range of women’s causes we support, is something we are really proud of,” said Bradford.
Tune in every weekday throughout the month of March for exciting talent reveals and more behind-the-scenes content from the Hard Rock Hotels. Follow @si_swimsuit and @hardrockhotels for all the exclusive first looks at #SISwim21!