SI Swimsuit is Launching Some New Digital Platform, and Wisely Chooses Alix Earle at its First Cover Model

Jerry Thornton5/31/2024 7:00 PM

Any time that once proud American institution we call the Sports Illustrated Swimsuit Issue does anything noteworthy, I think we all find ourselves arriving at the same exact thought:

How does this thing still exist?

By all logic, the SI Swimsuit phenomenon should long ago have been condemned to the ash heap of history. A relic of an earlier time that has no place in the modern world. But it's one of those things that continues to exist for reasons no one can explain. Like cans and bottles that need openers. Spam calls. Road maps. People writing checks at the supermarket. Print editions of newspapers. Communism. Deadspin. (Though I repeat myself.)

And yet, here it is. An anachronism in an age of devices in our pockets that give us instant access to every model who's ever stepped into swimwear. But when this historic artifact that belongs in the Smithsonian or the Library of Congress more than it does on a newsstand does something right, maybe it's time to stop wondering why it's still around and just congratulate SI for its business savvy. Which I shall now do:

Source - SI Swimsuit is proud to announce our brand new, one-of-a-kind digital issues with inaugural cover model Alix Earle. The content creator and podcast host posed for the front of the June 2024 digital issue in Miami with photographer Yu Tsai.
“We are incredibly excited to introduce this dynamic new approach to delivering Sports Illustrated Swimsuit content,” MJ Day, SI Swimsuit editor in chief, says. “Our goal is to elevate the SI Swimsuit brand to new heights while staying true to our legacy of celebrating beauty, diversity and important storytelling. With our new digital issues, we are keeping pace with the rapidly evolving media landscape while also providing additional opportunities for talent alike to share their narratives and upcoming projects with our robust audience.”

Sure. Whatever you say. The important thing for now is that if you're going to try and Weekend at Bernie's the corpse of this publication around a while longer, Alix Earle was a nice choice. Another in the proud tradition of models dating Patriots wide receivers. Although Braxton Berrios was drafted by them but was never active in his one season in New England, he still counts in the Bill Belichick Win column:

And overall, deserving of the honor. Is she up there among the all time greats? Your Cheryl Tiegs, Christie Brinkleys, Kathy Irelands, Tyra Banks and Kate Uptons, just to name a few? That's a "to each, his own" situation. All any of us can say is that, if SI is trying to continue to build their brand around an entirely new Smokeshows in Swimwear Delivery System, they chose wisely.