MINI USA is diving into Miami Swim Week, celebrating the iconic brand spirit and the launch of its new models including the MINI Convertible. This year, MINI USA is activating with two high-profile partnerships – one with PARAISO Miami Swim Week, the official organizers of Miami Swim Week, and one with Sports Illustrated Swimsuit, the iconic publication who are also activating at the week-long event.
MINI + PARAISO Miami Swim Week:
MINI USA and PARAISO Miami Swim Week are partnering to bring an exciting and dynamic presence to Miami Swim Week. This collaboration includes a main tent activation and the sponsorship of three talented designers: Leslie Amon, Azulu and British designer Oceanus, which provides a direct link to MINI’s heritage.
These designers will showcase their unique creations on wrapped MINIs, which will be prominently displayed at the runway show. Additionally, Leslie Amon, who is also a well-known influencer, will be driving around Miami Beach in a specially designed MINI Convertible, capturing exclusive content throughout Miami Swim Week.
MINI + Sports Illustrated Swimsuit:
MINI USA and Sports Illustrated Swimsuit are teaming up to make a splash at the annual SI Swimsuit pool party and runway event at the W South Beach. As the official vehicle of SI Swimsuit 2025 MINI will have its new convertibles on display and will be prominently featured as a title sponsor of the event.
As part of the partnership, MINI is featured on the back cover of the annual Sports Illustrated Swimsuit edition, on stands now. MINI USA developed this back cover creative with their lead creative agency, Goodby Silverstein & Partners to deliver an execution that perfectly captured the brand’s signature cheeky and clever personality. The headline, “Your best chance with a British model,” gives a playful wink to MINI’s British heritage while nodding to the iconic models featured throughout the issue. Strengthening the partnership, MINI has also teamed up with iconic British model, Penny Lane for social content creation during the series of events tied to Miami Swim Week.
“We are excited to celebrate MINI’s rebellious spirit and our new MINI Convertible at Miami Swim Week,” said Kate Alini, Department Manager, Marketing, Product & Strategy, MINI USA. “MINI has always been a canvas for creative expression and our partnerships with PARASIO and Sports Illustrated Swimsuit allow us to engage with fashion-forward audiences and showcase the creativity and innovation that MINI stands for.”
MINI’s partnership with Sports Illustrated Swimsuit and PARAISO Miami Swim Week marks the next evolution of the brand’s bold, playful approach to cultural moments. Uniting three icons that celebrate individuality and joy, these collaborations create experiential moments that invite audiences to view the brands through a fresh, vibrant lens. MINI, PARASIO and Sports Illustrated Swimsuit share a commitment to self-expression and cultural vibrancy, making every experience more exciting and unapologetically fun. MINI has partnered with Sports Illustrated Swimsuit on a broader collaboration that includes a number of activations at iconic and culturally relevant events over the course of this year, including recent engagements at golf and horse-racing events, with more programs to come.
For more information about MINI USA and its participation in Miami Swim Week, please visit www.miniusa.com or follow us @miniusa.
