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Brand Features Extraordinarily Committed People and Organizations In 2018 Campaign; Partners with Designers Virgil Abloh, Shayne Oliver and Others
NEW YORK, Jan. 2, 2018 /PRNewswire/ -- Equinox, the high-performance lifestyle leader, today unveiled 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.
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. "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, www.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:
"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.
IT'S NOT FITNESS. IT'S LIFE.
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