A high-profile photoshoot for Sports Illustrated Swimsuit, featuring the wives and girlfriends of NFL stars, took place at the South Seas Resort on Captiva Island, Florida, as the area continues its recovery from Hurricane Ian. The February digital issue, which launched on Feb. 5, highlights six accomplished women, including Brittany Mahomes, Christen Goff, and Normani, and is part of a broader strategy to promote the region’s resilience and appeal as a luxury travel destination.

Rebuilding and Exposure

The South Seas Resort, which underwent a $1 billion rebuild following Hurricane Ian in 2022, served as the backdrop for the shoot. The resort’s general manager, Shawn Farrell, said the selection by Sports Illustrated Swimsuit marked an important milestone. ‘From the natural beauty of Captiva Island to the renewed energy of our beaches, South Seas provided an ideal setting for this story,’ Farrell said in a statement.

The resort, which spans more than 330 acres and includes a wildlife preserve and estuary, has a long history of hosting high-profile events. It previously featured models like Christie Brinkley in 1981 and Ronda Rousey in 2015. The current shoot is expected to reinforce the resort’s position as one of Florida’s most distinctive luxury destinations.

Partnership for Coastal Recovery

The collaboration between Sports Illustrated Swimsuit and the Lee County tourism department is part of a broader effort to showcase the region’s recovery from Hurricane Ian. In a letter to county commissioners, tourism director Tamara Pigott described the partnership as a way to ‘strengthen and elevate the story of our coastal recovery.’

Pigott highlighted that the partnership with Sports Illustrated Swimsuit, which has a global audience of affluent travelers, aligns with the county’s marketing goals. ‘They now prominently feature elite athletes who represent strength, resilience, performance, and recovery. These values align closely with our coastal recovery message,’ she wrote.

The media coverage from the shoot, including features on the Sports Illustrated website and social media posts from the models and their athlete partners, is expected to generate significant awareness and credibility for the region. According to Pigott, a recent case study from a Caribbean destination demonstrated that such collaborations can generate billions of impressions and awareness.

Logistics and Impact

The photoshoot, which lasted seven days, allowed the production team to capture a wide range of settings across the resort, from the Gulf-front shoreline to lush tropical landscapes. Wendy Nicodemus, director of commercial strategy at South Seas, said the team was able to pivot quickly when a brief cold snap affected the schedule. ‘The production team was able to pivot quickly, using alternative locations across the resort and surrounding areas, while maintaining the creative vision established prior to the shoot,’ she said.

Local officials have praised the exposure, with Lee County Commissioner Cecil Pendergrass stating that the shoot ‘was a great opportunity to showcase our coastline and help send a clear message that we are open and ready for business.’ John Lai, president and CEO of the Sanibel and Captiva Chamber of Commerce, called the global exposure ‘incredible,’ noting that it would benefit not only the islands but surrounding areas like Fort Myers and the broader region.

The timing of the shoot, just days before Super Bowl LX in San Francisco, was strategic. The issue highlights the growing influence of NFL wives and girlfriends as strong, independent figures. The models featured in the issue include Brittany Mahomes, wife of Kansas City Chiefs quarterback Patrick Mahomes, and Normani, fiancée of Pittsburgh Steelers wide receiver DK Metcalf.

The resort’s recent reopening in May 2025, following the $1 billion rebuild, marks a significant step in its recovery. The property has been a popular destination for over 75 years and continues to attract visitors seeking luxury, wildlife, and coastal living.