Equinox, the high-performance lifestyle leader, today unveiled its 2017 advertising campaign, re-envisioning the theme of “Commit to Something” as an intimate, provocative and deeply moving exploration of personal identity. A series of seven images shot by world-renowned fashion photographer Steven Klein, the campaign confronts current cultural issues and asserts that commitment has the power to define who we are in the deepest sense.
Equinox’s Commit to Something campaign tackles topics rarely addressed in advertising, including a woman’s decision to embrace a new perspective on beauty after a double mastectomy; and the cultivation of cannabis.
Equinox reprised the theme of commitment to provide a more personal take on a concept already central to its mission. A brand that empowers members to discover their maximum potential, Equinox’s 2017 campaign similarly challenges viewers to take action and celebrate dedication—within themselves and others.
Each image was conceived as a commentary on dedication and personal identity, but Klein was most moved by his work with Samantha Paige, who authentically represents survival and self-commitment. Her journey, which began with thyroid cancer and a BRCA-1 gene mutation diagnosis, culminates with her proudly exposing her bare chest in this year’s campaign. Other highlights include an aristocratic woman tending to a greenhouse full of cannabis plants (portrayed by Jessica Stam); a man, obsessed with his own beauty, directing a staff that carefully grooms every part of his body (portrayed by Brian Shimansky).
Beginning on January 3, Equinox will showcase the campaign across social media using the hashtag #committosomething. The ads will also be displayed in Equinox locations throughout the luxury leader’s 86 global locations.
Equinox operates 86 upscale, full-service clubs in New York, Los Angeles, San Francisco, Miami, Chicago, Boston, Dallas, Houston and Washington, DC, as well as international locations in London, Toronto and Vancouver. The company offers an integrated selection of Equinox-branded programs, services and products, including strength and cardio training, studio classes, personal training, spa services and products, apparel and food/juice bars. Launching in 2019, Equinox Hotels will cater exclusively to the high performance traveler to serve as the ultimate hotel destination with a 360-degree lifestyle experience. In its 25-year history, Equinox has consistently offered bespoke experiences and unparalleled services to consumers, developing a lifestyle brand that represents service, value, quality, expertise, innovation, attention to detail, market leadership and results.
IT’S NOT FITNESS. IT’S LIFE.