The line between fashion show and entertainment event officially disappeared the moment Sports Illustrated Swimsuit announced its 2026 Runway Show lineup.
What was once considered a marquee moment during Miami Swim Week has now evolved into something significantly larger: a multimedia cultural event blending fashion, sports, celebrity, streaming television, and digital storytelling into one massive production taking over W South Beach.
This yearโs Sports Illustrated Swimsuit Runway Show is shaping up to be the biggest in the brandโs history, featuring an all-star cast of athletes, models, influencers, entertainers, and reality television personalities. The event will showcase appearances from names including Bethenny Frankel, Tiffany Haddish, Brooks Nader, Camille Kostek, Ilona Maher, Hunter McGrady, Stassi Schroeder, Xandra Pohl and many more.
But the runway itself is only part of the story.
For the first time ever, the Sports Illustrated Swimsuit Runway Show will debut as a television special streaming June 9 on Hulu and Hulu on Disney+ for bundle subscribers in the United States. Produced by Next of Kin in association with Sports Illustrated Studios, the special represents a major expansion of the Sports Illustrated Swimsuit brand into premium entertainment programming.
The special will be directed by Sam Wrench, whose recent work in live entertainment productions has helped redefine how audiences experience large-scale cultural events on streaming platforms.
According to Sports Illustrated Swimsuit General Manager Hillary Drezner, the partnership with Hulu signals a major shift in the evolution of the brand.
โBringing the Sports Illustrated Swimsuit Runway Show to Hulu is a defining moment in our continued expansion into larger-scale entertainment and immersive fan experiences,โ Drezner said.
โThe runway show has become far more than a fashion event. Itโs evolved into a global cultural moment that sits at the intersection of fashion, entertainment, sports and storytelling.โ
That evolution has become increasingly visible over the last several years as Miami Swim Week itself continues transforming from an industry-only fashion calendar event into a hybrid ecosystem of celebrity culture, influencer marketing, livestream content, experiential activations, and entertainment production.
Sports Illustrated Swimsuit appears to understand that shift better than almost anyone.
Rather than positioning the runway strictly around swimwear collections, the brand has built an experience centered around personalities, visibility, empowerment, and digital reach. The casting alone reflects the modern entertainment landscape, blending professional athletes, social media creators, reality television stars, fashion models, and entrepreneurs into one shared platform.
Fan-favorite personalities from Huluโs unscripted television universe are also expected to make appearances throughout the production, including talent connected to Love Thy Nader, Dancing with the Stars, House of Stassi and The Girls.
The result feels less like a traditional runway and more like a live entertainment property designed for both in-person audiences and streaming viewers at home.
Beyond the runway itself, Sports Illustrated Swimsuit will also host a full weekend of exclusive events celebrating the release of its 2026 issue. Major brand partners attached to this yearโs programming include Kรฉrastase, Hawaiian Tropic, LaCroix, Samsung Galaxy, MINI, Crocs, CoverGirl and Vaseline among others.
That sponsor list alone reveals the scale of what Sports Illustrated Swimsuit has become. It is no longer operating solely inside fashion media. It now exists inside the larger entertainment and lifestyle economy where beauty, wellness, technology, automotive, sports, and streaming platforms all intersect.
And Miami remains the perfect backdrop for that transformation.
Every year, Miami Swim Week grows louder, larger, and more commercially influential. But the Sports Illustrated Swimsuit Runway Show continues positioning itself as one of the defining anchor events of the entire week, capable of generating viral moments, celebrity headlines, and nationwide media coverage far beyond South Florida.
With Hulu cameras rolling, celebrity appearances multiplying, and streaming audiences now fully integrated into the experience, the 2026 edition may become the moment Sports Illustrated Swimsuit officially transcends the runway category altogether.
ABOUT THE SPORTS ILLUSTRATED SWIMSUIT ISSUE
The Sports Illustrated Swimsuit issue is one of the most recognizable and influential symbols of pop culture. Featuring talent from around the world, the issue has become a revered launching pad for successful careers in media, fashion, business, TV and film. The iconic and innovative institution continues to set the cultural tone and evoke discussion about what defines beauty on a global scale. Sports Illustrated Swimsuit has become a lifestyle platform that champions body confidence and self-expression, and connects with diverse audiences through digital content and signature experiences that nurture the body, soul and spirit. Sports Illustrated Swimsuit remains steadfast in its goal of providing an inspirational media platform for individuals where they can connect, explore and engage with 24/7 content that speaks to wellness, travel, style and beauty. For more information, visit swimsuit.si.com.
ABOUT MINUTE MEDIA
Minute Media is a global technology and content company built for the future of sports consumption. Minute Media’s proprietary technology platform enables the creation, distribution and monetization of digital content experiences, which powers Minute Media’s portfolio of trusted content brands, including Sports Illustrated, The Players’ Tribune and FanSided as well as third-party publishers and advertisers. The technology platform also includes STN Video, an online video platform (OVP), which provides access to a robust sports highlights rights portfolio. Minute Media is building the future of how the world connects with sport, powered by innovation, shared globally, and trusted by millions of fans and the partners we serve. For more information, visit www.MinuteMedia.com.
ABOUT NEXT OF KIN, AN EVERWONDER STUDIO COMPANY
In 2024, Sam Wrench founded NEXT OF KIN CONTENT, a boundary-pushing production company, in partnership with EverWonder Studio & Redbird IMI. NOK is built on a passion for reimagining entertainment IPโcrafting electrifying live events, cinematic documentaries, and groundbreaking original formats. With an unrivaled track record, deep industry ties, and a visionary approach, NOK collaborates with the worldโs biggest artists and brands to create premium, culture-defining content, bringing decades of expertise in delivering innovative music and entertainment experiences.
ABOUT AUTHENTIC STUDIOS
Authentic Studios is a global media company that develops and produces premium content across film, television, commercial, live stage, and audio. The company is comprised of four distinct labels: Shaquille OโNealโs Jersey Legends, David Beckhamโs Studio 99, Sports Illustrated Studios, and Authentic Productions.
Productions include Jersey Legends’ docuseries Power Moves (Netflix), the Emmy-nominated Shaq (HBO), The Money Game (Prime Video), and Allen Iv3rson (Prime Video), Studio 99’s Emmy-winning docuseries Beckham (Netflix) and 99 (Prime Video), Sports Illustrated Studios’ documentary Surviving Ohio State (Tribeca Film Fest, HBO), and Authentic Productions’ scripted Muhammad Ali series The Greatest (Prime Video), Baz Luhrmann’s film EPiC (TIFF Premiere 2025), and live musical special Christmas at Graceland (NBC/Peacock).
Authentic Studios is a division of Authentic Brands Group (Authentic), the worldโs leading owner of sports, lifestyle and entertainment intellectual property. Authentic acquires and owns iconic brands, positions them for long-term growth and partners with top-tier operators to scale globally, all while delivering bold storytelling and marketing that brings each brand to life.
