Where “Equinox: We Don’t Speak January” started

Equinox, on X, Jan 1, 2023. It reached 5 platforms in 4 months.

LineageContestedKey steps, 9 of 16. Lines follow time and platform
It’s not you, it’s January. #ItsNotFitnessItsLifeEquinoxFirst postEquinox’s anti-New Year’s resolution campaign causes social media uproar: Take it 'somewhere else'@progressbypaige and Nathan TsujiTikTokBacklashPlatform jumpPressPeakPlatform jumpCommercialAfterlifePatient zero