Here in New York City, I belong to Equinox, a fabulous collection workout facilities that are paired with spas. I love the gyms, the classes, the instructors, and the spas—needless to say, I’m obsessed. Now, even more people may be joining in my Equinox obsession, thanks to a brand-new marketing campaign. Shot by famed fashion photographer Terry Richardson and curated in-house for the first time under the new leadership of Chief Marketing Officer Cie Nicholson, the By Equinox campaign blurs the lines between fashion, fitness, and lifestyle by capturing intimate moments that reveal the benefits of fitness without overtly focusing on the act itself. “His signature approach of gritty flash photography makes the viewer feel as if he or she has just witnessed a private moment—or was let in on a little secret,” says Bianca Kosoy, Equinox creative director says about the Richardson-shot series of ads.
The advertisements can now be seen across a variety of print and digital platform platforms. Phone kiosks and other outdoor signage will go up in New York, Los Angeles, Chicago, Dallas, Boston, Miami, Washington, and San Francisco, cities that are home to one or more of the brand’s 51 full-service facilities. With bathing suit season just a few short months away, I’m certainly inspired.