“Question Everything But Yourself” from Equinox
Source: Equinox
We're just days into 2026 and the fitness and wellness brands are already shouting. But Equinox just whispered something smarter.
The luxury fitness brand launched a new campaign on Monday, January 5th. You know the timing: the first day back to life after the holidays, the first day back to any kind of fitness routine.
"Back to life, back to reality," as they say.
But Equinox isn't giving us the typical New Year motivational push. Instead, the brand is doing something counterintuitive: it's using obviously fake AI imagery as an inspiration for self-esteem.
The campaign features a series of visuals that place obviously AI-generated images right next to confident real people. The copy reads: "Question Everything But Yourself."
Source: Equinox
It's striking because it works on multiple levels.
First, it acknowledges a cultural moment we're all living in right now: we're drowning in AI-generated garbage.
Fake images. Fake perfection. Fake confidence.
Equinox isn't running from that problem. It's using it. By showing viewers what algorithmic perfection looks like (exaggerated, uncanny, wrong), the brand creates contrast. And in that contrast, real humans look better, stronger, more trustworthy. Just like you can too!
Source: Equinox
Second, the campaign is in keeping with Equinox's brand voice. Edgy, confident, a little provocative.
Source: Equinox
Third, it's motivating for the New Year without being preachy. The message isn't "get fit." It's "trust yourself."
That's a different conversation entirely, and perhaps much more empowering.
Source: Equinox
The campaign also stands apart from every other New Year messaging or fitness brand or AI conversation happening right now. While others are either chasing AI or running from it, Equinox is using it as a teaching tool for confidence.
In a year where we'll see AI-generated perfection everywhere, Equinox's bet is simple: confidence beats algorithms.
Well done. It’s running on all of the Equinox channels and in the markets where you can find Equinox gym locations.
What are your thoughs? What's your experience? JIM