This year Sports Illustrated in partnership with the Nashville Convention & Visitors Corp. is kicking off the biggest celebration yet for its annual Swimsuit Issue. Brand will transform part of the city's main drag of Lower Broadway into "Swimville," where people can attend events and musical performances by up-and-coming artists.
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Emma Bazilian
"To follow up on the 50th anniversary [of the Swimsuit Issue], we're making this the most consumer-facing franchise in brand history, and we wanted to do it in a place that's really representative of the Sports Illustrated brand," said the magazine's publisher Brendan Ripp.
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While the cover usually features bathing beauties in tropical locales, the celebration will be held in Nashville on Feb. 11 and 12. In addition to Kings of Leon, emerging Nashville artists of all genres will perform during the festivities and fans will be treated to appearances from the cast of the 2015 production.
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