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Luxury fitness powerhouse Equinox has launched ‘Life is the luxury,’ a new campaign which underscores the brand’s core messaging while incorporating some valuable lessons learned during the pandemic.


Equinox has launched its new ad campaign for 2022, entitled “life is the luxury.” It is all happening as the collective gets ready to leave the comfort of home and gear up to enter the luxurious recollection of community workout sessions in fitness clubs.

The title of the new campaign is an extension of “it’s not fitness, it’s life,” a core slogan that the company originally introduced in 2004, and which communicates the brand’s overarching goal of blurring the boundaries between wellness and all else. Fitness is not a mindset, it is a lifestyle.

The new ad campaign features images and themes that are not commonly associated with the word “luxury.” Rather than displaying scenes of opulent material wealth, we see athletes in rugged, barren terrain, pushing themselves to their physical limits. To millions of viewers who have spent much of the past two years inside small apartments, making do with claustrophobic living room workouts, these scenes of athletes running full-tilt through pristine wilderness and speed-climbing up sheer rock faces are likely to pack a powerful psychological punch — potentially inspiring them to return to a club like Equinox.

“The focus is really to capture what Equinox feels like through these very visceral, elemental points of view that are all in these scenes across different landscapes in nature,” says Will Mayer, vice president of creative, executive creative director at Equinox. “But then the real goal is to expand that through stories of members, and through many different forms; events, activations, everything throughout the year.”

Mayer’s team filmed the new ad campaign on location in Durango, Mexico. The company recruited a roster of athletes for the shoot, including Gracie Carvalho (a model and Muay Thai fighter) and Loic Mabanza (a choreographer and lead dancer for Beyoncé), The Drum reports.


After an extended period of forced closures, the proliferation of vaccines over the past year has enabled fitness clubs and gyms across the country to once again begin opening their doors to members. After Equinox began to reopen, Mayer says that he began to notice among the brand’s members a renewed passion and vigor for everything that Equinox had to offer — most importantly, a healthier lifestyle and a sense of community, both of which became much more difficult for many people to enjoy during the darkest days of the pandemic.

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