• by Tanya Gazdik , Yesterday

Mini has teamed up with iconic British model Penny Lane.

Mini USA is partnering with Sports Illustrated and Miami Swim Week as part of the launch of the new 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, which is also activating at the event, which runs from May 28 to June 1. 

The collaboration includes main tent activities and the sponsorship of three designers: Leslie Amon, Azulu and British designer Oceanus, which provides a direct link to Mini ’s heritage.

These designers will showcase their creations on a wrapped Mini S, which will be displayed at the runway show.

As the official vehicle of SI Swimsuit 2025, Mini will have vehicles on display and will be 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 the back cover creative with its lead creative agency, Goodby Silverstein & Partners.

The headline, “Your best chance with a British model,” gives a playful wink to Mini’s British heritage.

Mini has also teamed up with British model Penny Lane for social content creation during the series of events tied to Miami Swim Week.

“Mini has always been a canvas for creative expression and our partnerships with Paraiso and Sports Illustrated Swimsuit allow us to engage with fashion-forward audiences and showcase the creativity and innovation that Mini stands for,” Kate Alini, department manager, marketing, product and strategy, Mini USA, says in a release. 

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.