Lane Bryant and Sports Illustrated have long celebrated the beauty of a curvaceous woman.In 2016, Sports Illustrated Swimsuit broke barriers by featuring three covers for the first time in its 52 year history, including UFC fighter Ronda Rousey, two-time SI Swim model Hailey Clauson, and curvy rookie Ashley Graham.

By broadening the range of body types within the Swimsuit franchise, one of the most recognizable, powerful and influential symbols of American pop culture, Sports Illustrated delivered Lane Bryant the ultimate disruptive environment to launch its “This Body” campaign.

Lane Bryant and Sports Illustrated Partnership started February 13th and is live until April 15th 2016.

Lane Bryant and Sports Illustrated Partnership Placements:

• Socially fueled digital content

• Seamless digital sponsorship

• Engaging #ThisBody consumer touchpoints

• High-impact custom digital units

• Custom event activations at SI Swim Fan Festival

• Disruptive 4-page gatefold

• A swarm of media hits and broadcast segments

Lane Bryant and Sports Illustrated Partnership Results:

• Generated an estimated 9+ Billion media impressions around ‘body positivity’, representing 69% of SI Swimsuit’s total 2016 media impressions across digital, social, print and TV

• Produced a significant lift in social media followers, doubling Lane Bryant’s total audience from the previous month

• Delivered “This Body” message to over 70 Million SI Swimsuit fans across print and digital media

• Engaged over 50,000 consumers at SI Swimsuit Launch Week events in NYC and Miami through custom Lane Bryant activations