Luxury gym franchise launches Pride campaign that pays tribute to trans women of color.
Equinox Fitness – an upscale gym chain that is the parent company to SoulCycle, PURE Yoga and Blink Fitness – is paying tribute to the founding mothers of LGBTQ culture in their new Pride campaign, “Life’s a Ball.” This campaign is part of a larger initiative to support House Lives Matter, a New York-based public education forum that focuses on human rights issues facing the LGBTQ community.
Equinox told Paper Magazine that this campaign is intended to honor the "power and magnificence of trans women of color in their performance element and shares a message of equality, fostering sisterhood and expressing pride all through movement." The campaign was directed by Sammy Rawal, choreographed by Tanisha Scott and produced by Jack Mizrahi and Sinia Alaia.
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