RANKIN GOES SPORTY: British fashion photographer Rankin has been tapped by fitness chain Equinox for its 2015 ad campaign.

The ads, which break on Thursday, are an extension of the company’s previous campaign dubbed “Equinox Made Me Do It.” The first iteration of the campaign was launched last year and shot by Robert Wyatt via agency Wieden + Kennedy. At the time, it garnered media buzz, as it marked a split with controversial photographer Terry Richardson, who previously shot a series of ads for Equinox in his signature risque style.

This story first appeared in the December 30, 2014 issue of WWD. Subscribe Today.

This year, Equinox said it partnered again with Wieden + Kennedy to depict post-workout imagery, which is meant to “further explore the consequences of a good workout and examine the feelings associated” with it.

The ad campaign is budgeted at about $6 million, and it includes digital, mobile, social media, out-of-home advertising in New York and Los Angeles, as well as national print media domestically and in London. The ads will also be displayed at Equinox locations in New York, Los Angeles, Chicago, San Francisco, Miami, Boston, Dallas, Washington, London and Toronto.

Rankin created a series of portraits meant to grab attention; for instance, one shot features a woman with a shaved head with a razor in hand, while another shows a man in women’s clothing. According to Equinox chief marketing officer Carlos Becil, the campaign underscores risk taking and empowerment.

“Everything we do at Equinox is grounded in the idea of high-performance living, empowering our members to be bold, be risk takers and push their limits, inside and outside of the club,” Becil said. “This campaign embodies that pride and the adventurous spirit that speaks to the idea that it’s about more than just taking risks, it’s about owning the consequences.”