The New York City skyline took on a distinct sapphire glow on May 12, as the Empire State Building illuminated its tower in bright blue to celebrate the launch of the Sports Illustrated Swimsuit 2025 issue. The lighting ceremony transformed one of the world’s most recognizable architectural landmarks into a massive beacon for the brand, signaling the start of a high-profile promotional cycle for the annual publication.
The event brought together a diverse group of models and influencers, blending the traditional glamour of the swimsuit issue with the modern reach of digital creators. Among the attendees were Alix Earle, whose massive social media presence represents the brand’s pivot toward Gen Z audiences, as well as veterans and new faces including Zandrea, Tunde Oyeneyin, Achien Agutu, Penny Lane, Nicole Williams English, Camille Kostek, and Lauren Chan.
For the Empire State Building, these lighting events are more than just aesthetic choices; they are strategic partnerships that leverage the tower’s visibility to amplify global marketing campaigns. The blue hue, specifically chosen to align with the aquatic themes of the swimsuit issue, served as a visual shorthand for the brand’s identity across the Manhattan skyline.
A Day Above the City
The celebration began in the morning hours, with the invited guests participating in the official lighting ceremony. Following the activation of the blue lights, the group transitioned from the public spectacle to a more intimate exploration of the building’s interior. The itinerary was designed to showcase the tower not just as a viewpoint, but as a curated experience.
The guests toured the building’s immersive exhibits, which detail the Art Deco history and the engineering marvels of the tower’s construction. The visit culminated in trips to both the 86th-floor open-air observatory and the 102nd-floor indoor gallery, providing a comprehensive view of the city and a backdrop for the social media content that typically accompanies such launches.
| Timeframe | Activity | Location |
|---|---|---|
| Morning | Official Blue Lighting Ceremony | Tower Exterior/Base |
| Mid-Day | Immersive History Exhibit Tour | Building Interior |
| Afternoon | Observatory Visits & Content Capture | 86th and 102nd Floors |
The Digital Pivot of a Legacy Brand
From a tech and media perspective, the presence of figures like Alix Earle is the most telling detail of the event. As a former software engineer, I’ve watched the “attention economy” shift from traditional print media to short-form video and algorithmic discovery. Sports Illustrated Swimsuit is currently navigating this exact transition.
Historically, the swimsuit issue was a print-first juggernaut. Today, the “launch” is as much about TikTok transitions and Instagram Stories as it is about the physical pages. By pairing the physical permanence of the Empire State Building with the ephemeral, high-velocity reach of today’s influencers, the brand is attempting to bridge the gap between legacy prestige and contemporary relevance.
The choice of the 102nd floor for guest visits is also a tactical move. The high-altitude, panoramic vistas provide the exact kind of “prestige content” that performs well on visual platforms, ensuring that the event’s reach extends far beyond the few thousand people who might have looked up at the building from the street level.
Impact and Visibility
The lighting of the Empire State Building is a coveted marketing tool because it commands attention without the need for a traditional advertisement. When the tower changes color, it becomes a topic of conversation for tourists and locals alike, often trending on social media under the building’s own hashtags.
This specific activation underscores the continued importance of “landmark marketing.” Despite the rise of virtual reality and digital advertising, the physical act of lighting up a skyscraper remains one of the most potent ways to signal a major cultural or commercial moment in New York City.
While the event focused on the celebratory aspect of the 2025 issue, it also highlighted the ongoing collaboration between luxury tourism and fashion media. The participants’ movement through the building’s immersive exhibits suggests a desire to associate the brand not just with beauty, but with the history and sophistication of New York’s architectural heritage.
The official release of the full Sports Illustrated Swimsuit 2025 content will follow this promotional window, with further digital activations and feature stories expected to roll out across their multi-platform network.
Do you think legacy magazines can survive by leaning into influencer culture, or does it dilute the brand? Share your thoughts in the comments or share this story on social media.
