Equinox, the “high-performance lifestyle leader,” has evolved beyond its fitness club roots into a lifestyle brand with a hotel opening next year in New York’s Hudson Yards development—hence its tagline, “It’s not fitness, it’s life.”
On Tuesday it unveiled what it’s calling an unprecedented new take on its acclaimed “Commit To Something” campaign with “Commitment, A Collection by Equinox,” featuring seven one-of-a-kind luxury goods inspired by the passion and persistence of some of the most committed people and organizations on earth.
Or as Equinox puts it, “Apparel and accessories made from the world’s most valuable resource: COMMITMENT.”
The details from its press release:
In an on-demand world where everything is a swipe away and anything can be bought if the price is right, Commitment, A Collection by Equinox was conceived to subvert our typical perceptions of luxury. From “The Truth Lipstick” to “Eau de Blood, Sweat and Tears,” each product serves as beautiful proof of commitment in a noncommittal world. The catch? Nothing is for sale.
Designed by some of the world’s most provocative fashion forces including Off-White’s Virgil Abloh, Shayne Oliver, Y/Project and Eckhaus Latta, the products explore the real-life stories behind The Washington Post‘s truth-seeking journalists, the gay civil rights pioneers of The Stonewall Inn, marathoner/activist Kathrine Switzer and other fiercely committed people and organizations.
“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 (who joined from Bobbi Brown last month). “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, commitmentcollection.com, featuring interactive narratives on each product.
“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.”
Commitment, A Collection by Equinox is not for sale. Throughout 2018, 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.
With designers curated by stylist Mel Ottenberg, Equinox commissioned the production of these one-of-a-kind items:
The Truth Lipstick: Made from blank newspaper pages from The Washington Post. Symbolizes the organization’s commitment to free press and journalistic integrity. 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. Symbolizes Thornton’s commitment to solving the greatest challenges faced by our planet.
Stonewall Stilettos: Designed by Shayne Oliver, and made from the actual pleather from the banquettes at The Stonewall Inn. Symbolizes the commitment of early activists fighting for LGBTQA rights.
The Shades of Humanity: Designed by Adam Selman, and made from the camera lens of 2016 Instagram photographer of the year, Ruddy Roye. Symbolizes Ruddy Roye’s commitment to capturing the stories that often go unseen.
Eau De Blood, Sweat & Tears: Bottle designed by Rafael de Cardenas/Architecture at Large with a custom scent by 12.29, the fragrance was infused with the actual DNA of Kathrine Switzer, the first woman to run the Boston Marathon. Symbolizes Switzer’s commitment to equal rights for all female athletes.
The Scrubs Sweatsuit: Designed by Off-White’s Virgil Abloh, and inspired by 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 Real Camo Jacket: Designed by Y/Project (Glenn Martens) and made using actual material from the uniforms of four Heroes Project veterans, celebrating our partnership with the Heroes Project. Symbolizes The Heroes Project’s commitment to wounded veterans, who changes lives by empowering and enabling these veterans to climb the world’s seven summits. Materials donated by Charlie Linville (Jacket from his Battle Dress Uniform, including name patch, piece of his boot that he was wearing when he stepped on an IED and lost his leg, piece of rope that went to the top of Everest, belt buckle from dress uniform); Brad Ivanchan (belt when in combat); Carlos Torres (Jacket from his BDU’s, including his name patch); Kionte Storey (Bracelet from when he was in combat)
“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.”
Beginning on January 2, 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.
Equinox operates 92 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. For more than 25 years, 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.
Below, photographer Steven Klein shared these images on Instagram:
This is The Real Camo Jacket. Sewn from the battle dress uniforms, climbing implements and medals of injured veterans involved with The Heroes Project. Handcrafted from the commitments of those who refuse to let physical limitations be a limitation. @Equinox #Equinox #CommitToSomething #CommitmentCollection. #SHOTBYKLEIN @equinox @davidlaid