Sports Illustrated Swimsuit Names 'Pay With Change' Partner

Creating substantial change for gender equality requires serious teamwork. In that spirit, Sports Illustrated found a new brand partner to help advance its own mission to make a positive change. As part of Sports Illustrated Swimsuit's new advertising mandate "Pay With Change"—an initiative announced earlier this year to only pair with ad partners that are actively participating in the fight toward gender equality—the outlet has confirmed the effort's first brand partner, Frida Mom. Frida Mom is a brand dedicated to preparing and supporting women for the raw realities of motherhood. With this partnership, the two brands will collaborate on content that aims to change the conversation around the real physical transformation that comes with motherhood and postpartum recovery. Some of the content will appear in the 2022 Sports Illustrated Swimsuit issue when it hits newsstands this May. https://twitter.com/SI_Swimsuit/status/1514233704134152198 In addition, the partnership will also allow founder and CEO of Frida Mom, Chelsea Hirschhorn, to join Sports Illustrated Swimsuit’s advisory board to help shape the future of the initiative. “Joining Sports Illustrated as its first official ‘Pay With Change’ brand partner is a perfect fit for Frida Mom because they have a valuable platform to disrupt the traditional narrative around women's bodies—especially those they feature who are mothers,” Hirschhorn said in a statement. “We’re thrilled that Sports Illustrated Swimsuit appreciates the importance of highlighting these women authentically—C-section scars and all—and welcome the progress we will make together as a result of this shared commitment.” Shifting the narrative This new partnership also allows Sports Illustrated Swimsuit to participate in important conversations regarding women's health as it works to build a more inclusive image. As the publication continues to appeal to the industry-wide need for more true representation of women's bodies, it will continue to welcome brand partners like Frida Mom that expand the work beyond surface representation. “When we announced ‘Pay With Change’ we set out to change the cost of doing business from just a monetary value to a currency of doing good—choosing only to celebrate and partner with companies who are creating change for women in the varied ways they need it,” MJ Day, editor in chief of Sports Illustrated Swimsuit, said in a statement. “It’s extremely encouraging to find partners like Frida Mom who are willing to join in our endless commitment for change and we couldn’t be more excited to highlight their initiatives surrounding the realities of motherhood, pregnancy and postpartum recovery.” Motherhood Remains One of the Most Controversial Topics in Advertising

Diversity, Equity and Inclusion

Frida Mom Partners With Sports Illustrated Swimsuit for 'Pay With Change' Initiative

The new partnership will bring real conversations about motherhood to the publication

Natalie Venegas

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Natalie Venegas