NEW YORK: Fitness brand Equinox is working with John Doe on its #PoweredByPride social media and art initiative in support of the LGBTQA community and Pride Month in June.
John Doe said in an Instagram post that the firm is "very proud to have clients who celebrate diversity."
It added, "Working for @equinox on the #poweredbypride initiative, in support of the global LGBTQ community. Excited to visit the interactive mural designed to encourage ‘universal love’."
Very proud to have clients who celebrate diversity! Working for @equinox on the #poweredbypride initiative, in support of the global LGBTQ community. Excited to visit the interactive mural designed to encourage ‘universal love’, #Blessed to support @hetrickmartin and @THEPILIONTRUST. In New York, everyone should visit the mural in Williamsburg, at North 13th and Wythe Avenue and have a kiss! Thanks to @lavernecox for kicking off the efforts! #sf #ny #ld
Equinox is working with Los Angeles-based artist David Flores on the initiative. Flores is creating interactive murals in New York, London, and San Francisco.
On Thursday, transgender actress and LGBTQA advocate Laverne Cox posted a photo of herself on Instagram at one of the murals in Williamsburg, Brooklyn.
She wrote in the post, "Pride for me is about living authentically, having the courage and power to stand tall spiritually, emotionally, and physically in my truth."
Pride for me is about living authentically, having the courage and power to stand tall spiritually, emotionally and physically in my truth. Join me by sharing what pride means to you, and visiting the@Equinox mural in Williamsburg to share a kiss in support of universal love!’ #POWEREDBYPRIDE / @HETRICKMARTIN / #eqxambassador
For every tweet with the hashtag #PoweredByPride, Equinox will donate $1 to the Hetrick-Martin Institute and The Pillion Trust.
Representatives from John Doe and Equinox were not immediately available for comment about the initiative.
In January, Equinox appointed John Doe to handle its UK PR following a competitive review.