Since 1952 in Long Beach, California, Miss Universe has gone under various makeovers with the swimsuits adorned by the contestants being no exception. With a billion people watching around the world each year to witness one of the over 80 contestants that take part in the Miss Universe competition, sponsorship is a not only a very coveted role but a prestigious honor within the pageant, beauty and fashion industry. Australia has earned a top honors in 1972 and 2004 by having two of their title-holders take home the Miss Universe crown. And now the land down under also has something else to cheer about as swimwear label, Kooey, takes the title of Official Swimwear Sponsor for both Miss Universe and Miss USA.
“The pageant has a huge cult following,” says Kooey director Nikki Silverthorne. “It’s the second most watched TV event after World Cup football and they like to align themselves with brands that will continue to do it each year.”
Kooey is no stranger to pageants. The label has previously teamed up with Miss Teen USA in 2011 and Miss Universe Australia for the past four years. The designs by Nikki Silverthorne and Charlene Harmer have been spotted on Miss USA 2011 Alyssa Campanella, Miss Teen USA Danielle Doty, actress & singer Adrienne Bailon, Television Personality & Model Jesinta Campell, and Miss Universe Australia 2011 Scherri-Lee Biggs just to name a few.
Kooey is a distinctly Australian brand that creates high-fashion swimwear. Past campaigns have featured aboriginal art, elements of Australia’s Outback, as well as the native birds of this isolated continent in the pacific. Kooey is a première name in swim and will soon be a household name in countries across the world with its sponsorship in the Miss Universe Organization.