To challenge outdated beauty and body norms in sports media, we reimagined Sports Illustrated through a new lens. We introduced Sports reIllustrated, a special edition spotlighting real, diverse, young female athletes across a range of body types, abilities, and backgrounds. Timed to launch during Super Bowl week, the campaign combined the visibility of major sports moments with the influence of legends like Billie Jean King to inspire cultural change. We extended impact by partnering with some of the leading voices in women’s sports to form the Dove Body Confident Collective, as well as creating community-based activations to reach girls, parents, and coaches.