Equinox Shows Pride With “Catch the Beat” Campaign

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For the second year running, Equinox has teamed up with icons of the New York City ballroom community for its 2020 Pride campaign. The short film, titled “Catch the Beat,” channels the balls’ immersive forces of music, movement, and connection in celebration of global digital Pride. Hosted by Pose actor Jack Mizrahi, and executive produced by Mizrahi and Sinia Alaia, “Catch the Beat” honors ballroom culture and Equinox’s inclusive community.

The campaign was created entirely virtually, directed and shot by Sammy Rawal via Zoom. Choreographer Tanisha Scott helped the dancers, including Asia West, Omari Oricci, Tati Miyake Mugler, Veronika Miyake Mugler, Buffy West, and Honey Balenciaga, bring their own movement to the video.

The ballroom competition subculture, pioneered and made popular by Black drag queens in the 20th century, is known for its pure self-expression conveyed through personalized choreography, empowered gestures, and voguing. “Catch the Beat” pays homage to this freedom, and shows off the talent of the ballroom stars.

In support of trans women of color and the wider LGBTQ+ community in New York City, Equinox has partnered with Destination Tomorrow, a Bronx LGBTQ+ center, and will continue its partnership with House Lives Matter, an initiative created by and for the house ball community, for this year’s Pride efforts.

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