Dive Brief:
- Alo Yoga is bringing Roblox closer to its stores by adding a sticker to locations users can scan to unlock digital wearables in the game platform, Alo Yoga announced Wednesday. The move is intended to reach younger audiences, including Gen Z and Gen Alpha.
- All150 Alo Yoga locations will display a window sticker powered by near-field communication tech. Consumers can use a phone to verify their Roblox account and unlock an exclusive varsity jacket for their avatar to wear.
- Alo Yoga first entered Roblox in 2022 and has since generated over 117 million visits to its virtual experience. Alongside the jacket, the brand offered two yoga mats and trucker hats in new colorways. As rare, paid items, Alo Yoga included a mesh duffle, the Make Waves set and two pairs of Alo sneakers.
Dive Insight:
Alo Yoga is targeting a younger demographic through updates to its Alo Yoga Sanctuary in the Roblox immersive world, tying its stores to additional game content. The brand’s virtual experience now includes an upgraded gym area with branded workout equipment, a cold plunge, meditation and yoga spaces.
The brand’s refresh to the virtual space “underscores our commitment to innovation and to redefining wellness in both digital and real-life spaces,” Danny Harris, Alo Yoga co-CEO and co-founder, said in the announcement. The updated immersive experience pairs with Alo’s “Move Into Wellness” campaign launch, he said.
Roblox has remained a top digital landscape for young consumers, where nearly half of teens are active users, according to Piper Sandler’s Taking Stock with Teens survey.
This isn’t Alo Yoga’s first digitally immersive brand experience as it works to attract more young consumers. Last year, the brand launched an immersive shopping experience for Apple Vision Pro. The app, also dubbed Alo Sanctuary, allows users to shop from the brand and access meditation content with spatial audio.
The in-person, scannable sticker was created in partnership with Sawhorse, a creative agency for interactive experiences, and POAP Studio, which offers the Proof of Attendance Protocol needed to unlock one item per user.