Equinox recently unveiled its new brand campaign for 2016 entitled “Commit to Something.” The provocative new campaign is a collection of seven images shot by world renowned fashion photographer Steven Klein. They display the powerful, conscious, human expression of commitment. Equinox Lincoln Park, Loop and Highland Park will feature some of the key images in their club windows so be on the look-out for some thought-provoking inspiration to help you stay on track with your resolutions for 2016!
Equinox believes in a world where ‘commitment’ is worthy pursuit and that commitment is achievement. It’s about having deliberate intentions and following through.
Steven Klein effectively captures the brand’s masterful and bold personality through his skillful lens. Each of the seven images tells a different story about commitment. From a young mother unapologetically breastfeeding in public (portrayed by Lydia Hearst), to an activist who is seen fearlessly taking a stand for her cause (featuring Bianca Van Damme, daughter of Jean-Claude Van Damme), to a male-cheerleading champion who wasn’t threatened by a stereotype and dedicated himself to winning in his own way (featuring MMA fighter Alan Jouban). All vignettes are a virtuous expression of taking deliberate action and going “all in.”
The slogan rings true: “It’s not just about fitness – it’s about life.”
– Carol Calacci
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Tags: Alan Jouban, Bianca Van Damme, Carol Calacci, Cat Lady, Chicago Loop, Commit To Something, Equinox 2016 Ad Campaign, Equinox Lincoln Park, fashion photographer, fitness, Highland Park, QBlog, Steven Klein