Sports Illustrated to Launch Swimsuit Issue in Nashville

Sports Illustrated is taking a different approach to its Swimsuit Issue this year — it’s adding a touch of country. The magazine will debut the 2015 issue in Nashville, Tennessee, as part of a two day festival titled the Swimville Fan Fest.

On February 11 and 12, SI will hold various events and musical performances in Lower Broadway, a Nashville entertainment district. The big draw of Swimville is a performance by the band Kings of Leon. Oh, and also, SI models.

“It’s so important as a brand and company to build new revenue streams,” Time Inc.’s CEO Joe Ripp, told Ad Age. “We want to be younger, we want to be broader, we want to be bigger. Nashville is helping us check off all those boxes.”