During Christmas, many of us plan to be kinder with each other, whilst New Year’s Eve is that specific moment we reserve for ourselves to plan some positive changes that shall help us make the upcoming year a better one. Creating a resolution list isn’t the hard part; considering that hardly 20% of us don’t give up on their not-so-hard-to-accomplish plans. Sticking to it is what makes you a real hero. Especially all the way throughout the year (and not just till mid-March). So, how can one convince people not to break these vows they have made to themselves? By giving a real lesson of commitment, says Equinox.
Since the fitness brand has a big advantage over other New Year’s resolutions thanks to services it offers, they decided to push people out of their comfort zone by giving them one of the best examples of heroes who have pledged to fight for a kind cause.
Together with Wieden + Kennedy New York, the company continued its larger campaign to “Commit to Something” with a new empowering goal: “Commitment, a Collection by Equinox.” The collection, which the brand imagines as a creative way to make people change their perception of luxury, elegantly enlists a series of opulent items made from determination and passion of some of the world’s most committed people and organizations.
The company’s provocative initiative comes with an encouraging message in mind: people should give their best version of themselves not only in fitness but also in life. The Commitment collection showcases one-of-a-kind fashion and cosmetics products that use unusual materials and ingredients.
The world’s most provocative fashion designers such as Off-White’s Virgil Abloh, Shayne Oliver, Parisian brand Y/Project, and clothing shop Eckhaus Latta worked with motivation and dedication of people who take responsibility not only for themselves but for others too and translated these features into luxury products.
In a world where commitment seems to be lacking, such products are a rarity and, therefore, would turn out to be quite expensive. The catch is that not even a single item from this unique collection is available for sale.
“We’re living in a time where commitment has become a relative rarity, so the stories we’re sharing as part of this year’s campaign feel especially important as a catalyst for inspiring others to accomplish their own goals—both inside and outside the four walls of our clubs,” said Vimla Black Gupta, Chief Marketing Officer at Equinox Fitness Clubs.
Each product comes with a real-life story, narrated by those who never ceased to give up on their way to fulfill their dreams. And although they might be pretty expensive, taking a look will not cost you a penny:
“Eau De Blood, Sweat & Tears,” a fragrance infused with Kathrine Switzer‘s DNA—the first woman to run the Boston Marathon—symbolizes her commitment to equal rights for all female athletes.
“The Truth Lipstick” is a glamorous lip-gloss made from The Washington Post‘s newspaper pages and represents the daily newspaper’s commitment to free press and journalistic integrity.
“The Law Suit” is made from the case files of lawyer James Thornton and expresses the attorney’s desire to help Earth defend itself.
“The Scrubs Sweatsuit” took shape after the designers combined the workwear of dedicated oncologists and it stands for the doctors at Memorial Sloan Kettering who are ready to confront cancer on a daily basis.
“The Stonewall Stilettos,” a tribute to early activists who fought for LGBTQA rights, are entirely made from ‘pleather’ from the banquettes at The Stonewall Inn.
“The Shades of Humanity” glasses are made from a camera lens of a street archivist and humanitarian Ruddy Roye who has dedicated his time to capturing life scenes that often go unnoticed.
“The Real Camo Jacket” stands as the last piece of the collection. Made in partnership with four wounded veterans, the jacket symbolizes the Heroes Project NGO‘s commitment to encouraging them to keep moving forward and redefine their personal limits through community support and extreme outdoor expeditions.
Even though the collection is not for sale, Equinox says that several items will be auctioned off throughout 2018. The proceeds will go to the organizations and people who have committed to helping the creatives craft the original items.
The initiative is also supported by the commitmentcollection.com website, an interactive online portal which hosts the luxury goods. Each of the products is accompanied by an outstanding visual presentation shot by Steven Klein, a short story, and a “buy now” button, which doesn’t actually bring you closer to the product but rather it directs you to the entity that stood behind its creation, asking you to kindly donate money for the cause they are fighting for.
In addition to the website, the New York-based agency created seven docu-style videos that will help you learn more about the heroes who inspired Equinox to start its challenging mission.
Credits:
Client: Equinox
Agency: Wieden + Kennedy New York