Equinox wanted to prove the value of commitment in a world where everything is seemingly on-demand. But instead of merely talking about commitment, Equinox set out to show real stories of extraordinarily committed individuals and organizations. To visually articulate the worth of these commitments, Equinox partnered with leaders in design to transform physical mementos from each story into a line of luxury apparel and accessories. The result was The Commitment Collection: a series of tangible products that literally embodied the intangible commitments of the stories Equinox set out to tell. Seven premium products total, each proving commitment is something to be coveted, not endured.

More than just an ad campaign, Equinox’s Commitment Collection was a true luxury line.

The seven one-of-a-kind products, were crafted by some of the biggest names in design/fashion including Eckhaus Latta and Off-White’s Virgil Abloh.

The out-of-home campaign shot by famed fashion photographer Steven Klein introduced the products to the world. However, the individual products could also be explored in a variety of other ways.

Products were featured in custom art installations within select Equinox clubs throughout the US and highlighted on a faux e-commerce site that brought the individual commitments to life. Seven social videos captured the backstory behind the real-life commitments each product represented.

To further connect the circle, select individual products were auctioned off to raise additional money for the committed causes the committed individuals represented. We were able to raise $5,000 for Cycle for Survival within a 10 day auction period.

In addition to OOH portraits that garnered roughly 60 million impressions, we developed 7 individual social videos that highlighted the backstories of the real life commitments each product represented. The videos were pushed throughout social and lived digitally on the Commitment Collection e-commerce site, which resulted in more than 360K unique visitors within a short two-three month period. Although the products weren’t for sale, some were auctioned off for charity, while others were given away as samples. Auction bids against one of the products, The Scrubs Sweatsuit (which had a suggested value of $1,500), amounted to over $5K within just 10 days. A thousand samples of the Eau de Blood, Sweat, and Tears fragrance were passed out in Boston Equinox clubs during the Marathon weekend in order to commemorate Kathrine Switzer’s iconic run back in 1967.