Since January, Equinox’s “Question Everything” ad campaign has featured an image of an East Asian woman’s face, styled to look almost AI-generated, with another person’s finger inserted into her mouth. Unlike every other image in this same campaign, which shows men and women of various backgrounds working out, flexing, in athletic poses, or looking normal, this is the only image that isolates a person to just their face while being physically handled by someone else.

This image has been on public display at Equinox locations, including in New York City, and posted on Equinox’s own official Instagram and TikTok accounts. In the time since backlash to this specific image grew widely, that original post has drawn hundreds of comments, the vast majority calling the image disrespectful, demeaning, or asking Equinox to explain or remove it. Equinox has not issued any public response or removed the image.

I personally visited a location displaying this poster to file a complaint in person. Despite front desk staff confirming I was there specifically to complain about this ad, I was told repeatedly that the manager sent to speak with me could only discuss membership matters, and was not able to have my concern heard or addressed in any meaningful way.

We are asking Equinox to:
 1. Remove this image from all public displays and marketing materials.
 2. Issue a clear, public response addressing why this image was used and why it remained up despite ongoing complaints.
 3. Establish a clear, accessible process for the public, members and non-members alike, to file complaints about advertising content.

This isn’t about one image in isolation. It reflects a broader pattern of objectifying and dehumanizing East Asian women in media and advertising, and Equinox’s continued silence sends a message that this kind of harm can be ignored as long as it’s not costly enough to address.