DEATH=YOUR ENEMIES KILLING YOU.
(click ad for closer look)
Also, he's "activating his fucking destiny."
Here in NYC, Equinox Fitness's serious-as-death marketing is the antithesis of the goofy Crunch ads. But when you're laughably overcharging for "membership" to overcrowded smelly rooms, you gotta bring something, I guess. But look at this cutey pie! Is that his best 'hate' look? I can't believe he actually has any enemies. And he's certainly gonna have lots of friends at that new Chelsea location. One suggestion: an even smaller towel!
(link emailed by Dana, via MakeTheLogoBigger)
update: Here's Dana's much more socially-conscious take on the ad.