Equinox Apologizes for AI Campaign Image, but Not Before…

In January 2024, luxury fitness brand Equinox launched a global, AI-focused advertising campaign titled “Question Everything But Yourself.” The campaign, led by agency Angry Gods, quickly drew significant criticism for its use of provocative, AI-generated imagery.

What happened

The campaign featured several controversial images, including a depiction of former Canadian Prime Minister Justin Trudeau on a stripper pole, a woman with three breasts, and Pope Francis wearing a puffer coat. However, the primary source of public outcry was an image showing the realistic head of an Asian woman mounted on a stand with a person’s thumb in her mouth.

Critics and social media users on platforms like Reddit and Change.org labeled the image dehumanizing and sexualized, arguing that it relied on “techno-orientalism” by objectifying Asian women. Communications expert Eila Park Robertson publicly criticized the image, linking it to the historical fetishization and exploitation of Asian women. While other campaign images showed diverse subjects posing normally or working out, the image of the Asian woman was singled out for appearing isolated and objectified.

Initially, Equinox defended the campaign, stating it was designed to examine the false realities created by AI and social media, such as “fake leaders” and “fake bodies.” An Equinox spokesperson accused critics of manufacturing outrage “for clicks” and imposing salacious interpretations on the work. Despite this, mounting pressure from a Change.org petition and ongoing social media complaints eventually led the company to pull the image. In a later statement to Athletech News, Equinox apologized, acknowledging an “unintended impact” and citing the brand’s core values of inclusivity and mutual respect as the reason for the image's removal.