EQUINOX | PRIDE "LGBTQALPHABET"

Equinox is more than a gym. It’s a community made up of its members and their individual, stories, ambitions and commitments. Without its members, Equinox would just be another gym. During Pride Month, Equinox has the opportunity to represent a large number of its committed members by standing for Pride. At a time when most brands support Pride by painting everything with rainbows, it was Equinox duty to be true to its members and stand for Pride in an truthful, authentic way and progresses the movement.

Many pundits believe that “LGTBQA” label keeps getting longer and longer, losing its meaning. But if you really take a look at the progression of our world and the individuals who contribute to it, that could’t be anymore false. To take on this thought,  we partnered with the LGBTQA Community Center to create a beautifully choreographed film to show that as the world grows and its citizens continue to become more unique with deeper expressions of identity, the labels we use must continue to grow to acknowledge, celebrate and represent these identities. Equinox has always been a brand that has empowered its community to take pride in who they are and unapologetically live their lives. This work takes that brand belief to the next step by boldly contributing to the cultural conversation and stands out from all the brands that attempt to monetize an increasingly significant cultural moment.