Now We Want to Work Out

The compelling new ad campaign from Equinox, the upscale fitness chain, dubbed “Commit to Something,” make us want to hit the gym stat! Shot by renowned fashion photographer Steven Klein, the photos celebrate commitment through the rubric of socially relevant issues including activism, sexuality, personal freedom, and women’s rights. From a young mother unapologetically breastfeeding in public (portrayed by Lydia Hearst), to an activist who is seen fearlessly taking a stand for her cause (featuring Bianca Van Damme, daughter of Jean-Claude Van Damme), to a male-cheerleading champion who wasn’t threatened by a stereotype and dedicated himself to winning in his own way (featuring MMA fighter Alan Jouban), the shots, says Klein, address “today’s issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative.” Similarly moved? Equinox has 77 clubs in all, including New York, Chicago, Los Angeles, San Francisco, Miami, Boston, New Jersey, Texas, London, Toronto, and Washington, D.C.