January is peak marketing time for fitness brands, and this year Equinox has done something a little different than simply encouraging people to resume their post-holiday workout. Via agency Wieden & Kennedy New York, the U.S. gym chain has created a set of luxury items that symbolize "commitment."
"Commitment, A Collection by Equinox" features seven items created by top designers that the brand says are "inspired by the passion and persistence of some of the most committed people and organizations on earth."
For example, "The Truth Lipstick," designed by Mel Ottenberg, is made from a formula consisting of iron oxides, ricinus communis oil, beeswax--and blank newspaper pages from The Washington Post, to symbolize the organization's commitment to free press and journalistic integrity. "The Scrubs Sweatsuit," designed by Off-White's Virgil Abloh, is made from the workwear of oncologists, while "Eau De Blood, Sweat & Tears" is a fragrance bottle designed by Rafael de Cardenas/Architecture at Large with a custom scent by 12.29, infused with the actual DNA of Kathrine Switzer, the first woman to run the Boston Marathon.
The other items are "The Law Suit," made from case files of enviromental lawyer James Thornton; "Stonewall Stilettos," made from the actual pleather from the banquettes at The Stonewall Inn; The Shades of Humanity," made from the camera lens of 2016 Instagram photographer of the year, Ruddy Roye; and "The Real Camo Jacket," made using material from the uniforms of four Heroes Project veterans.
While the collection itself is not for sale, throughout 2018, several of the items will be auctioned off, with proceeds donated to nonprofit organizations including Memorial Sloan Kettering Cancer Center and The Heroes Project. Photographed by Steven Klein, the items will also feature on a website including interactive narratives on each product, and will be promoted on Equinox's social channels. They will also be displayed in select Equinox club windows.
"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," says Elizabeth Nolan, Equinox executive creative director, in a statement. "'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."