Activewear brand Alo Yoga has given its Roblox experience a glow-up and introduced a new phygital integration that will let users unlock virtual rewards in the brand’s real-world stores.
Developed in partnership with Sawhorse Productions, the Alo Yoga Sanctuary on Roblox made its debut in 2021. Described as an “immersive wellness space,” the updated Roblox experience now includes in-game running challenges, cold plunge therapy, interactive gym equipment, and yoga and meditation content from the brand’s Alo Moves exercise offshoot.
The biggest update, however, is the real-world integration at Alo Yoga’s more than 150 stores. Roblox users can now scan a near field communication (NFC)-enabled sticker in stores to unlock virtual rewards, such as the Alo G.O.A.T Jacket, in Roblox. The integration was developed in partnership with POAP Studio, which creates Proof of Attendance Protocols (POAPs) — NFT badges that are given out as proof attendance at real-world events and activities.
“This innovative activation sets a new standard for how brands engage communities across both virtual and real-life spaces,” said Sawhorse in a LinkedIn post. “The original Sanctuary launch in 2021 was a massive success, making Alo the number one fashion brand on Roblox. We’re thrilled to help Alo take it even further, continuing to bring wellness to the Roblox community in exciting new ways.”
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“Our journey on Roblox has been a groundbreaking way to connect with our community, with over 117 million visits to the experience so far,” said Danny Harris, Co-CEO and Co-founder of Alo Yoga in comments to The Industry.Fashion. “The incredible response we’ve received continues to inspire us to innovate. This refresh underscores our commitment to innovation and to redefining wellness in both digital and real-life spaces.”