EQUINOX | THE COMMITMENT COLLECTION 

Every January, people across the world take on the mindset to reset their lives and start anew. They make resolutions to do anything to become better versions of themselves. For gyms, across the world it the oppportunity to take advantage of this heightened consciousness of self-improvement for more gym memberships. For Equinox, this time is a chance to do much more - connect people with commitment and show them what real commitment looks like. During a time in our culture where everything is a swipe away and anything can be bought if the price is right, commitment has become a rarity. As a brand that focuses on commitment, we wanted to tell stories that serve as a catalyst for people to truly commit to accomplishing their goals and a join the Equinox community.  

To tell these stories and represent Equinox as the pioneer of luxury fitness lifestyle, we created Commitment, A Collection by Equinox. The collection of one-of-a-kind luxury goods are inspired by the passion, resilience and persistence of some of the world’s  most committed people and organizations on the planet. This collection was meant to tell these unique stories as well as subvert the typical perceptions of what luxury is. 

Each product in the collection serves as beautiful proof of commitment in a noncommittal world. The catch?  Nothing is for sale. However, throughout the year, several of the items from the collection were auctioned off, with proceeds donated to nonprofit organizations of importance to the people and organizations behind each, including Equinox's longtime charitable partners, Memorial Sloan Kettering Cancer Center and The Heroes Project. In some cases, donations were made to these organizations on Equinox’s behalf. 

With this campaign, we were able to evolve Commit to Something from a provocative idea into a cultural movement where we invited audiences on a meaningful journey to challenge their own definitions of commitment, luxury and its significance in their lives.