SoulCycle's First Brand Campaign Urges You to 'Find It'

For more than a decade, SoulCycle has relied on the power of its cult-like following to drive brand awareness and expansion -- it recently opened its 74th location. Now, amid rising competition, the fitness chain has created its first branding campaign to highlight the SoulCycle name and ethos ahead of new company initiatives scheduled for later this year. On Tuesday, the New York-based brand, which is owned by Equinox, debuted its new effort, its first work with Laird & Partners.