SHERIDAN, WYOMING – May 23, 2025 – MINI USA is turning heads at Miami Swim Week 2025 with a bold showcase that celebrates freedom, individuality, and the exhilarating debut of its latest MINI Convertible. The brand’s playful energy and British flair are on full display through dynamic collaborations with PARAISO Miami Swim Week and Sports Illustrated Swimsuit, bringing together fashion, fun, and four wheels in truly unforgettable fashion.
A Stylish Ride with PARAISO Miami Swim Week
As a creative partner to PARAISO — the premier platform for swim and resort wear — MINI USA is fully immersed in the vibrant cultural pulse of Miami. This year’s collaboration centers around:
- A high-impact tent activation in the heart of the festival.
- Sponsorship of three standout designers: Leslie Amon, Azulu, and Oceanus — the latter offering a nod to MINI’s British roots.
- Eye-catching vehicle displays where the designers’ collections are wrapped onto MINIs and shown off in style.
Fashion influencer and designer Leslie Amon will cruise Miami Beach in a uniquely styled MINI Convertible, creating exclusive content that captures the energy of Swim Week from behind the wheel. It’s a moving blend of fashion and functionality that embodies MINI’s love for creative expression.
Making a Splash with Sports Illustrated Swimsuit
MINI also joins forces with Sports Illustrated Swimsuit to celebrate beauty, boldness, and British engineering at the annual SI Swimsuit pool party and runway show at the W South Beach. As the official vehicle of SI Swimsuit 2025, MINI takes center stage with its new convertible lineup in full display and title sponsor honors.
Amplifying this high-profile presence, MINI appears on the back cover of this year’s SI Swimsuit issue with a cheeky campaign developed alongside Goodby Silverstein & Partners. The headline — “Your best chance with a British model” — delivers MINI’s signature humor and heritage in a single clever line.
As the cherry on top, iconic British model Penny Lane joins MINI for engaging social media content throughout the festivities, embodying the intersection of style, speed, and spontaneity.
Driving Joy, Culture, and Self-Expression
“We are excited to celebrate MINI’s rebellious spirit and our new MINI Convertible at Miami Swim Week,” said Kate Alini, Department Manager, Marketing, Product & Strategy, MINI USA. “MINI has always been a canvas for creative expression and our partnerships with PARASIO and Sports Illustrated Swimsuit allow us to engage with fashion-forward audiences and showcase the creativity and innovation that MINI stands for.”
The partnership isn’t just about eye-catching cars and stylish settings — it’s about sharing values. MINI, PARAISO, and Sports Illustrated Swimsuit each champion authenticity, diversity, and the joy of standing out. This collaboration creates immersive, Instagram-worthy experiences that speak to a new generation of drivers and dreamers alike.
Where to Find MINI’s Latest and Greatest
The new MINI Convertible, featured prominently at Swim Week, is already turning heads — and it's ready for yours too. For details on availability and to discover the full MINI lineup, visit www.miniusa.com. You can also follow the fun @miniusa on social media.
A Celebration of Culture, Creativity, and the Road Ahead
From glamorous runways to palm-lined streets, MINI is proving that style and driving excitement go hand in hand. Whether you’re seeking summer vibes, British cool, or just your next great ride, MINI invites you to buckle up and enjoy the journey — top down, of course.
Learn more at www.miniusa.com.