The Equinox luxury-gym chain is being petitioned to remove images off billboards and shut down an ad campaign due to its excessive sexist nature.
The protesting activist group, Sexism Matters, has obtained a petition with more than 300 signatures demanding that the poster with a photo of a woman wearing a skintight mini dress while crawling on all fours across a billiard table be taken down. The suggestive advertisement is prominently displayed on a billboard in downtown Bethesda, Maryland.
There are additional photographs in the Equinox promo campaign as well, which the protesters claim are equally demeaning and exploitative.
The series of photographs shot for this year's campaign all feature a male and a female model in suggestive, nonathletic poses in a sleek modern home in the Hollywood Hills. One picture shows a woman from the waist down, walking up a staircase wearing only black underwear and heels, with the caption "Stair Master."