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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","iv":"f78920a03902e9284556a1fd5c1fd659","s":"2ccc28119b2768ed"}
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