To Boost Commitment, Equinox Launches Unbuyable Luxury Line

Equinox is taking its “Commit to Something” marketing campaign to a higher level, launching seven one-of-a-kind products honoring all kinds of dedication.

But none of the items, which range from a lipstick called “The Truth” that’s manufactured from newsprint from The Washington Post to “Stonewall Stilettos,” shoes made from pleather taken from seating banquettes at The Stonewall Inn that salute the dedication of early LGBTQA rights activists, are actually for sale. Instead, the luxury fitness company plans to use them in its social-media campaigns, auctioning the one-of-a-kind products off throughout the year to benefit its charitable workout partners.

Marketing for the collection, hatched in cooperation with ad agency Wieden + Kennedy New York, includes photos by Steven Klein, and an “e-commerce” site that explains the concept, as well as additional videos explaining the inspiration behind the avant-garde products.



"Eau de Blood, Sweat and Tears," for example, is a custom scent by 12.29 and infused with DNA from Kathrine Switzer, the first woman to run the Boston Marathon.  

Clothing includes “The Scrubs Sweatsuit,” inspired by oncologists like those at Memorial Sloan Kettering, “The Real Camo Jacket,” made from bits of uniforms, boots and belts of wounded veterans, and “The Law Suit,” fashioned from case files from ClientEarth, an environmental law firm. (Equinox says Memorial Sloan Kettering Cancer Center and The Heroes Project are longtime charitable partners.)

“The Shades of Humanity” are crafted from the camera lens of Ruddy Roye, 2016 Instagram photographer of the year, and are meant to honor his dedication to capturing unseen stories.

Last month, Equinox, which operates 92 clubs in the U.S., U.K. and Canada, hired Vimla Black Gupta, formerly senior vice president of global marketing at Bobbi Brown Cosmetics, as its new CMO.

The chain, which has announced plans to expand into the luxury hotel market in 2019, received an “significant” investment from L Catterton last year, which backs other health brands, including CorePower Yoga and Pure Barre.

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