Equinox taps British fashion photographer Rankin for new campaign
Don't sweat it
As in previous Equinox campaigns – dubbed 'Equinox Made Me Do It' – the new ads are directed at the lifestyle of the gym members, rather than the facilities or amenities actually offered by Equinox. 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."
The new Rankin-shot ads, will break on Thursday, and aim to give people a sense of pride and adventure as they grab your attention with eye-catching portrait shots, including one of a woman with a shaved head holding a razor.