Sports Illustrated Swimsuit has selected LTK as its social commerce infrastructure partner, marking the media brand’s first entry into creator-powered shopping. The partnership launches alongside the publication’s annual issue.

Through the agreement, Sports Illustrated Swimsuit will establish an official profile on the LTK app, giving fans a dedicated space to discover and purchase products tied to the brand’s editorial content, talent features, and cultural moments. LTK will also power shoppability across Sports Illustrated Swimsuit’s social media content, connecting its audience to purchases directly within those platforms.

The partnership extends to live coverage of Sports Illustrated Swimsuit’s annual runway show, with looks available to shop in real time as they are posted on LTK.

LTK, founded in 2011 by Amber Venz Box and Baxter Box and headquartered in Dallas, operates as a three-sided marketplace serving creators, brands, and consumers. The platform reports supporting more than 400,000 creators, over 9,000 global retailers, and generating more than $5 billion in annual retail sales.

Sports Illustrated Swimsuit has operated for more than 60 years as a print and digital media brand. The partnership positions its editorial content as a year-round commerce channel rather than one tied solely to the annual issue cycle. The brand described LTK as its choice to “turn its editorial authority into ongoing discovery, engagement and shopping,” per the announcement.

The deal arrives as creator-led commerce gains traction among major brands. A separate LTK study conducted with Northwestern University found that 90% of brands now incorporate creators into their marketing strategies, with creator marketing ranking as the top area where CMOs plan to increase investment in 2026.

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