Perhaps obsession best defines my commitment to working out, what else could explain my usual 5:30 arrival? My gym of choice Equinox has a fabulous new take on it’s “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.
Commitment, A Collection by Equinox was conceived to subvert our typical perceptions of luxury. 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 by photographer Steven Klein with 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.
Photography by Steven Klein.
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