J.C. Penney and Sports Illustrated Launch New Swimwear Collection

Initial collection is available now, with a second launching April 6.
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License Global

March 31, 2023

Promotional image for Sports Illustrated for J.C. Penney Swim.Authentic Brands Group

J.C. Penney


Sports Illustrated

(SI), the sports and lifestyle brand, have come together to announce their latest initiative, Sports Illustrated for J.C. Penney Swim, which includes a limited-edition collaboration with five-time Olympic gold medalist, 

Missy Franklin


Building on the Sports Illustrated for J.C. Penneyapparel collection, which

launched in January 2022

, this brand expands to men’s and women’s swimwear, featuring “beach-to-street” styles for customers seeking fashion and versatility.

“Sports Illustrated is thrilled to continue building its lifestyle offerings through the launch of its new swim collection with J.C. Penney,” says Dana Carpenter, executive vice president, brand, entertainment,

Authentic Brands Group (Authentic)

, owner of the Sports Illustrated brand. “This new collection, coupled with the collaboration with Olympic athlete, Missy Franklin, highlights Sports Illustrated’s inherent connection to swim, delivering style, quality and performance.” 

The Sports Illustrated

for J.C. Penney swim collection offers graphic prints, vibrant colors and bold silhouettes designed with performance in mind. The collection will include women’s and men’s styles and will be available at nearly 300 J.C. Penney locations nationwide.  

The limited-edition capsule with Missy Franklin is made exclusively for women. 

“We are excited to expand our partnership with Sports Illustrated and bring the highly anticipated swimwear line to J.C. Penney,” says Michelle Wlazlo, executive vice president, chief merchandising officer, J.C. Penney. “We know that our customers will love this new line and look forward to seeing our Sports Illustrated swimsuits in action this summer.” 

The first collection is available exclusively at J.C. Penney stores and online at Jcpenney.com now, with the second collection launching April 6. 

Authentic Brands Group ranked third in

License Global’s 2022 Top Global Licensors Report

. Brand owners interested in submitting for next year’s report can find out more details




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