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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