Marketing
January 9, 2023
A letter posted to Equinox's Twitter on New Year's Day at 9:04 a.m. has managed to spark much controversy – and conversation – among members and nonmembers alike. Image credit: Equinox
By Amirah Keaton
Luxury fitness club Equinox is out with an aptly-titled experimental campaign exercise, as “We Don't Speak January” rubs some consumers the wrong way while proving to reach a level of resonance with others.
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