Equinox's Latest Ad Features Cross Dressers, Hot Farmers & More

·Assistant Editor

Courtesy of Equinox

It’s that time of year again when we swear to lay off the carbs, eat more kale, and get ourselves back to the gym. Leave it to Equinox to entice us to get fit with their latest ad campaign #EquinoxMadeMeDoIt.

The ads, which are the brainchild of British fashion photographer Rankin — who was one of the founders of the edgy magazine “Dazed and Confused” and has made videos for Miley Cyrus and Azealia Banks (to name a few) — depict a women who looks like she just parachuted hundreds of feet, a cross-dressing man wearing a women’s power-suit and heels, and an impossibly attractive couple with their small children in arm. While there are no images of perfectly fit supermodels lifting weights or sweating through Bikram yoga, the images suggest that we all can face and conquer our fears and challenges, no matter what they are.   

Courtesy of Equinox

This isn’t the first time Equinox has worked with a name-brand photographer—in the past, the fashion-forward fitness club has worked with Steven Klein, Gilles Bensimon, and Terry Richardson to name a few. 

“Everything we do at Equinox is grounded in the idea of high performance living, empowering our members to be bold, be risk takers and push their limits, inside and outside of the club,” Carlos Becil, Equinox’s CMO, said.