Kate Upton Sets the Mood in Ethereal Elie Saab Lace Dress for Sports Illustrated Swimsuit Issue’s Adweek Brand Genius Award

Kate Upon celebrated Sports Illustrated’s Swimsuit Issue’s legacy this week. The model, who first appeared in the magazine in 2011 and has starred on several covers, stood alongside editor MJ Day and general manager Hillary Drezner on Tuesday at Adweek’s Brandweek in Phoenix, where the trio accepted the Adweek Brand Genius Award. The honor recognized outstanding achievement in branding, marketing and innovation.

The “Dress My Tour” host wore an Elie Saab dress for the occasion. The maxi dress consisted of lace panels and hails from the designer’s resort 2025 collection, which takes inspiration from Italy — the statues of Lake Como’s Giardini Di Villa Melzi to the films of Cinecittà and Paolo Sorrentino’s “The Great Beauty.” 

While on stage, Day acknowledged Upton, saying, “Hillary Drezner, our general manager, and Kate Upton, our four-time cover model and the catalyst for change back in 2012, have both played instrumental roles in creating the Sports Illustrated Swimsuit brand being celebrated tonight.”

“This recognition represents not only our team’s hard work, but the collective effort of countless women who have inspired us to push the boundaries of what representation looks like in media,” Day continued, adding, “As an all-female team at SI Swimsuit, we’ve always believed that beauty comes in many forms,” Day said. “And our commitment to promoting women, empowerment, evolution and inclusion is at the heart of everything we do.”

“I challenge each of you to examine how your brands can not only thrive, but also contribute to a world that values equity, respect and authenticity,” Day said. “Let’s not shy away from the difficult conversations and the hard work of dismantling barriers. Instead, let’s lean in, advocate for what’s right, because the world deserves our passion and commitment. And remember, with great power comes great responsibility. We have the ability to shape narratives, influence behaviors and inspire future generations. So let’s use that power wisely and fiercely. Together, we can leave a legacy that we are all proud of. A world where everyone feels seen, valued and empowered.”

Upton appeared on the cover of Sports Illustrated alongside Gayle King, Chrissy Teigen and Hunter McGrady in May, which marked the 60th annual swimsuit issue. Upton also appeared on the cover of Sports Illustrated in 2012, 2013 and 2017.