As usual, Equinox’s new ad campaign loans controversy
For the third year in a row Equinox gym brought in famed (and controversial) fashion photographer Terry Richardson to shoot it’s ad campaign. If you live in a big city (think New York or Los Angeles), you have probably seen the provocative images that resulted — if not you will soon.
Each year, the luxury fitness club gets a bad rap for being too provocative and for putting out ads that have little to do with working-out. The gym, which has 58-locations, has argued that the service they loan is as much about life as it is about hard-core fitness. The body you get by working out with Equinox, the campaign suggests, loans you an exciting life. Gym Business Loans .
Since storming the gym scene in the early 2000s, Equinox has used high prices, luxury goods and fancy post-work out snacks to carve out a high-net worth niche. Even if not every member is well-heeled this ad campaign shows that Equinox doesn’t mind your thinking they are.