Popular new videogame Marvel Rivals recently ignited a firestorm of debate following the announcement of a new swimsuit special set of skins to be released in the coming months. This decision has led to a wave of reactions from both media outlets and gamers, with many expressing excitement, and a few being outraged over the inclusion of attractive characters in swimwear. Now it looks like Marvel Comics is respoinding to the fans who are embracing the idea, and dusting off the one-shot swimsuit special.
In a move that’s equal parts nostalgia and modern marketing genius, Marvel Comics is bringing back its once-controversial Marvel Swimsuit Special this July – the first in three decades – in a surprising pivot that feels ripped straight from the publisher’s 1990s playbook. The announcement comes as Marvel leans into the runaway success of Marvel Rivals, the hit multiplayer game that’s become a surprise lifeline for the company’s comic division.
“Roxxon Comics is at it again when they release their own UNAUTHORIZED SWIMSUIT SPECIAL!” teases Marvel’s official description for the July 9 release. “Wasp is on the case and seizes the opportunity for Marvel’s heroes to do their OWN swimwear fashion shoot all over the world!” The special will feature splashy artwork of heroes and villains in beachwear, including designs for upcoming Marvel Rivals video game skins, according to Marvel’s announcement.
The revival marks a stark departure from Marvel’s recent approach to female characters, which has drawn criticism for prioritizing quirky humor over classic superhero glamour. Remember the internet meltdowns over She-Hulk’s fourth-wall-breaking Disney+ series? This swimsuit special – with its Adam Hughes-drawn Avengers pool party cover and Mark Brooks’ beach-ready Captain Marvel/Rogue/Black Widow variant – feels like a deliberate course correction.
Chris Gore of Film Threat says the return of the Marvel Swimsuit issue means “the world is healing.”
Marvel’s walking a tightrope here. The 2014 outrage over Milo Manara’s Spider-Woman cover (remember the “brokeback pose” debates?) nearly killed the concept. But 2025’s version smartly includes male heroes like Spider-Man and Cyclops in its pin-up roster, while framing the whole endeavor as a meta-commentary on corporate greed. Expect the Marvel Rivals tie-in skins – likely for characters like Psylocke, Black Panther, and Iron Man – to drop around the comic’s July 9 release. As for whether this signals a broader shift in Marvel’s approach to female characters? The publisher’s staying quiet, but as one insider quipped: “When your video game’s outshining your movies, you listen to the players.”
The Marvel Swimsuit Special: Friends, Foes & Rivals #1 hits stores July 9, 2025.
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Todd Fisher
Todd lives in Northern California with "the wife," "the kids," "the dogs," "that cat," and he occasionally wears pants. His upcoming release, "Are You Woke Enough Yet?", is the culmination of too much time on social media and working in the film industry.
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