Equinox’s New Campaign Is Giving Commitment a Whole New Meaning

Equinox’s New Campaign Is Giving Commitment a Whole New Meaning

Equinox is known for pushing the envelope with its New Year ad campaigns| and this year is no different. The brand’s 2016 campaign| similar to the provocative and compelling campaign from 2015| represents an overarching theme: commitment.

“Equinox is about commitment| we are obsessed with it| and we challenge our members to know who they are and what they want|”” said Carlos Becil| Equinox’s chief marketing officer. The brand recruited renowned fashion photographer Steven Klein for the project| which addresses socially relevant issues including activism| sexuality| lifestyle choices| and women’s rights. Keep scrolling for a look at the ads| and prepare to be inspired.

Equinox’s New Ads Are Its Most Boundary-Pushing Yet

Equinox’s New Ads Are Its Most Boundary-Pushing Yet

If upping your fitness game is a major resolution for the coming year| you may just want to turn to Equinox for some inspiration. The brand’s 2015 ad campaign| shot by fashion photographer Rankin| has just been released| and while these aren’t the sweaty| sexy ads of years passed| they still keep to the business’s can’t-be-tamed persona. The campaign explores exactly the kind of trouble you can get in after a great workout. An amazing sweat session can leave you feeling strong| confident| and free of any inhibitions| and that’s exactly what Equinox wanted to capture.

As in previous campaigns| the new ads are directed at the lifestyle of Equinox members| rather than the facilities or amenities actually offered by the gym. Chief Marketing Officer Carlos Becil said| “”Everything we do at Equinox is grounded in the idea of high-performance living| empowering our members to be bold| be risk takers| and push their limits| inside and outside of the club. This campaign embodies that pride and the adventurous spirit that speaks to the idea that it’s about more than just taking risks; it’s about owning the consequences.”” If you need a little inspiration to kick your fitness routine into gear in 2015| Equinox is hoping these ads might just do the trick. So| do these risk-taking pictures evoke your sense of adventure?