Brands are eager to show support of the LGBTQ+ community during pride month, but Equinox's Life's a Ball campaign aims to take this support one step further, by reminding consumers of the roots of the pride movement through featuring and supporting trans women of color.
The exciting ad spot stars some of the top talent from New York City's vogue ballroom scene including Veronica Miyake Mugler, Chyna Prodigy, Asia Balenciaga, Tamiyah Miyake Mugler, Sinia Alaia, Leiomy Maldonado and Tati Finesse. The energetic video is complete with duck walks, hair whips, spins and more.
The video was designed to accompany the announcement that Equinox is partnering with House Lives Matter, an organization that focuses on New York's House Ballroom Community.
Image Credit: Equinox
What's Driving This Trend
- Trans Women of Color Representation
- Opportunity for brands to showcase support for underrepresented LGBTQ+ groups by featuring them in campaigns.
- Partnering with Niche Organizations
- Opportunity for brands to build authenticity and trust by collaborating with organizations that support marginalized communities.
- Celebrating Roots of Pride Movement
- Opportunity for brands to show they understand the history and significance behind the pride movement, and honor it through advertising efforts.
Who This Affects Most
- Fitness and Wellness
- Opportunity for fitness and wellness brands to showcase their support of marginalized communities, and encourage diversity and inclusivity in their spaces.
- Fashion
- Opportunity for fashion brands to showcase their support of underrepresented LGBTQ+ groups, and to build authenticity and trust with these communities.
- Advertising and Marketing
- Opportunity for advertising and marketing industries to help brands showcase their support of underrepresented LGBTQ+ groups, and to help build authenticity and trust with these communities.
