Product Design. Marketing Equinox

Equinox promotes commitment with one-of-a-kind products inspired by passion and persistence


By Kyle O'Brien, Creative Works Editor

January 3, 2018 | 5 min read

Fitness and lifestyle brand Equinox is again going beyond the usual ‘new year, new you’ resolution push with a new take on its ‘Commit to Something’ campaign, featuring one-of-a-kind luxury products inspired by the passion and persistence of some of the most committed people and organizations.

Commitment, A Collection

'Commitment, A Collection' by Equinox highlights inspiring stories through design

‘Commitment, A Collection’ by Equinox was conceived to subvert typical perceptions of luxury. From items like ‘The Truth Lipstick” to ‘Eau de Blood, Sweat and Tears,’ each product serves as proof of commitment. The catch? None of the items are for sale.

Designed by some of the world’s most provocative fashion forces, the products explore the real-life stories behind seminal moments like The Washington Post’s truth-seeking journalists, the gay civil rights pioneers of The Stonewall Inn, inspiring figures like marathoner/activist Kathrine Switzer, and other committed people and organizations.

Equinox new year

With designers curated by stylist Mel Ottenberg, Equinox commissioned the production of items including: the Truth Lipstick, made from blank newspaper pages from The Washington Post, which symbolizes the organization’s commitment to free press and journalistic integrity, with a lipstick case designed by Mel Ottenberg; the Law Suit, designed by Eckhaus Latta, and made from case files of lawyer James Thornton, founder of nonprofit ClientEarth who, over four decades, has committed to fighting for the environment because it can’t fight for itself, which symbolizes Thornton’s commitment to solving the greatest challenges faced by our planet; and the Scrubs Sweatsuit, designed by Off-White’s Virgil Abloh, and made from the workwear of dedicated oncologists like those at Memorial Sloan Kettering, who patient by patient, are committed to fighting the war on cancer daily.

“The concept of commitment is central to the Equinox mission, and we proudly celebrate it every day as we empower each member of our community to maximize their own personal potential,” said Vimla Black Gupta, chief marketing officer, Equinox Fitness Clubs. “We’re living in a time where commitment has become a relative rarity, so the stories we’re sharing as part of this year’s campaign feel especially important as a catalyst for inspiring others to accomplish their own goals – both inside and outside the four walls of our clubs.”

‘Commitment, A Collection’ by Equinox, developed in collaboration with Wieden+Kennedy New York, is further brought to life with Steven Klein-shot imagery that serves as an homage to classic luxury fashion advertising and an e-commerce hub, featuring interactive narratives on each product and ways to donate to their respective causes.

“As a brave brand, this year’s campaign pushes well beyond two-dimensional images to create deeper, narratives around the world’s most valuable resource – but nothing is as it seems,” said Elizabeth Nolan, Equinox executive creative director. “‘Commit to Something’ has now evolved from a provocative idea into a cultural movement, so we’re inviting audiences on a meaningful journey to challenge their own definitions of luxury and its significance in their lives.”

Law Suit

While the pieces are not for sale, several of the items from the collection will be auctioned off, with proceeds donated to nonprofit organizations of importance to the people and organizations behind each, including Equinox’s longtime charitable partners, Memorial Sloan Kettering Cancer Center and The Heroes Project. In some cases, donations have been made to these organizations on Equinox’s behalf.

“I was really inspired to work on the Commitment project with Equinox this year,” said Ottenberg, who curated the collection’s designers. “The commitment stories we worked with were so interesting and varied, and to be able to create different products with some of my favorite designers was such a fun and rewarding challenge.”

‘Commitment, A Collection’ by Equinox will also appear on Equinox social channels featuring stories behind each of the products and using the hashtag #committosomething. The products will also be displayed in select Equinox club windows nationwide as a nod to luxury retail shop displays.

See the short films for each project by clicking the Creative Works box below.

Equinox: Commitment, A Collection by Wieden+Kennedy New York

By Equinox

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