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Equinox Fitness enlists what it calls “edgy” actors and athletes—including Chiaki Kuryama, the mace-wielding assassin in Kill Bill—in a $3-5 million campaign that returns physical intensity to the upscale gym’s image.
Print from New York shop Lipman breaks in January and uses volleyball player Gabrielle Reece and boxer Roy Jones Jr., among others, to back the new tag, “It’s not fitness. It’s life.” TV will follow next year.
Lipman won the New York-based client’s account in October after a mutual friend connected creative director David Lipman with Equinox CEO Harvey Spevak.
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