By Sarah Clark
Upmarket athletic apparel brand Alo Yoga is placing NFC stickers in the window of each of its 150 stores around the world to promote access to its newly updated virtual sanctuary on Roblox.
The stickers provide customers with access to a free virtual item that is exclusively available to Roblox users visiting a physical Alo Yoga store.
The fashion retailer’s Roblox sanctuary was originally launched in 2021 and, co-CEO Danny Harris told Women’s Wear Daily (WWD), it has so far attracted 117 million visits.
The newly updated sanctuary experience includes running challenges, cold plunge therapy, interactive gym equipment and Alo Moves yoga and meditation content.
“Players are invited to go beyond its digital Sanctuary with opportunities to unlock exclusive rewards and virtual gear, like the Alo G.O.A.T Jacket, through digital collectibles that hold a unique Proof of Attendance Protocol experience,” WWD explains.
“For players looking to update their avatar’s wardrobe, Alo is introducing paid items including a mesh duffle, the Make Waves set and the Alo Runner and Alo Recovery Mode sneakers,” WWD adds.
“To celebrate the refresh, players will also receive free UGC items including yoga mats in new colorways and trucker hats.”
