The Equinox Spring/Summer 2014 campaign delivers an up close and personal look at model Taejahn Taylor. Photographer Laurie Bartley captured Taylor as he wielded medicine balls and weights, jumping about aggressively from within a sweaty gym.
Athleticism is at the center of this Equinox production. Whether suspended in mid air or rooted firmly on a treadmill, Taylor showcased his ability to master even the most physically challenging photoshoots.
While the movements of Taylor are quite mesmerizing, leading viewers to appreciate his sporty capabilities, the Equinox label was at the same time able to publicize its Spring/Summer 2014 collection. Thick grey sweatpants were matched with classic black shorts and color blocked running shoes, go-to pieces for workout wear.
Aggressively Athletic Fashion Ads
The Equinox Spring/Summer 2014 Ads Display Fierce Workouts
Trend Themes
1. Aggressive Athletic Fashion - The trend towards aggressively athletic fashion creates opportunities for disruptive innovation in workout wear design and marketing.
2. Performance Gym Photography - The trend towards performance gym photography presents opportunities for disruptive innovation in gym advertising and fitness photography equipment.
3. Sporty Photoshoots - The trend towards sporty photoshoots offers opportunities for disruptive innovation in sports photography, lighting, and equipment to capture movement in dynamic ways.
Industry Implications
1. Sportswear Design - The aggressively athletic fashion trend provides opportunities for disruptive innovation in sportswear design, with a focus on comfortable yet fashionable workout apparel.
2. Gym Advertising - The performance gym photography trend creates opportunities for disruptive innovation in gym advertising, with a focus on capturing the intense physicality of workouts.
3. Sports Photography - The trend towards sporty photoshoots presents opportunities for disruptive innovation in sports photography, with a focus on capturing movement in unique and dynamic ways.