The 2022 Swimsuit publication, which this week gained significant media publicity when it revealed its cover stars, is the second collaboration with Hard Rock.
The casino operator, owned by The Seminole Tribe of Florida, became Swimsuit’s first property partner in 2021. It backs Sports Illustrated’s push for gender equality and female empowerment, branded as Pay With Change.
This year’s edition features one of the most diverse arrays of cover stars, including its oldest-ever, Maye Musk, its first Asian plus-size model, Yumi Nu, alongside the likes of Kim Kardashian and Ciara.
Hard Rock President of Gaming Keith Sheldon commented: “As a brand that has stayed true to its mottos, 'Love All, Serve All' and 'All Is One' for over 50 years, Hard Rock International is honoured to join forces with Sports Illustrated Swimsuit for a second consecutive year and to serve as a backdrop for the highly coveted issue that empowers women all over the world.
“We are inspired by SI Swimsuit's efforts to drive real transformation within the advertising industry through its Pay With Change initiative; and are thrilled to help celebrate these accomplishments with events at both our new Hard Rock Hotel New York and Seminole Hard Rock Hotel & Casino Hollywood.”
To mark the edition’s launch, Hard Rock will play host to a series of events at its hotels and casinos, starting with the newly opened Hard Rock Hotel New York on 19 May.
On 21 May, the event will move to Seminole Hard Rock Hotel & Casino Hollywood, in Florida, for a two-day grand finale featuring an outdoor concert.