Sweat Kills

Equinox

Equinox isn’t a gym.It’s a lifestyle brand for people who train like their life depends on it.
This campaign taps into that cult-like intensity.

Activation/Tech:

Sweat Patches
Invisible skin patches that only become visible when activated by sweat/body heat.

Sold at Equinox retail or given to new members. Doubles as wearable tech and micro-messaging.
Reveal motivational lines like:

  • “Done”

  • “Finish it”

  • “Getting Hot”

  • “Go home?”