Another image captures a man in women’s clothes, staring proudly into the camera, and yet another depicts a woman with a large parachute trailing behind her. ![]() One shot features a woman with a freshly shaven head, razor in hand. Inspired by the idea that getting into great shape may get you into a little trouble, each scenario highlights the energetic, spirited and disruptive stories of people taking pride in the aftermath of a good workout. 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."Įquinox worked with famed British fashion photographer Rankin to create a series of portraits illustrating strong individuals in diverse situations. “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. “Our members were the true inspiration behind the Equinox Made Me Do It campaign, and this year we saw an opportunity to evolve the narrative and the stories portrayed,” said Carlos Becil, Chief Marketing Officer, Equinox. Extreme confidence not only lowers inhibitions, but induces feelings of pride and empowerment – something that the brand wanted to showcase, and celebrate, this year. The sentiment of the original campaign was core to Equinox, which is why the brand saw an opportunity to evolve the campaign and the stories portrayed. This year, the campaign builds on that narrative, celebrating the aftermath of an Equinox workout – pushing boundaries and disrupting preconceived notions – in a positive, unapologetic way.Įquinox chose to extend the “Equinox Made Me Do It” campaign for 2015 to further explore the consequences of a good workout and examine the feelings associated. The first iteration of the campaign highlighted unbridled confidence and lowered inhibitions as consequences of a good workout. ![]() Neither Terry Richardson nor Equinox returned requests from ABC News for comment.Equinox, the upscale fitness and high performance lifestyle leader, unveiled today its 2015 ad campaign: an evolution of last year’s ‘Equinox Made Me Do It’ narrative, created by Wieden+Kennedy New York. "The selection of models and the images show Equinox as high fashion, cool, hip and edgy."īut another member had another idea: "If people who actually belong to the gym have "missed the point" maybe the ads have missed the mark." "The people who complain, have missed the point … and the message it is meant to convey," an Equinox member wrote in defense of the ads. Others saw something else in the ad campaign. The Equinox location in SoHo is overrun with models, and many of them I've seen there are a LOT thinner than these girls." Can we maybe see a little bit of muscle on the ladies next time around? The Nike ads are great examples of strong, fit women!" another member wrote.įashion news site Fashionista wrote, "The girls are undoubtedly thin-but they have some definition. "Equinox is promoting health and fitness, so I would like to see some healthy and fit women on their ad campaigns who look like they could actually survive a typical Equinox class. "Why did all of the models have a runway physique?" one member wrote. "What do you get when you combine hot models, French bulldogs, cake and Terry Richardson? Our executive creative director spills secrets from the 2012 campaign shoot," Equinox said on its Facebook page.Įquinox members peppered the company's Facebook site this week with criticism, saying the models looked "anorexic." ![]() ![]() The models lie on a couch, ride bicycles and pose with puppies - none of which take place in a gym. In the nine photos, scantily-clad male and female models pose in luxurious settings and clothing. The ad campaign is Equinox's second set by fashion photographer Terry Richardson. Equinox Fitness, a national gym chain headquartered in New York, is getting hit with criticism from members and the media for ads that feature models who are "skinny" instead of "healthy and fit."
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