Alo Yoga announced BTS’ Jin as its global ambassador on Oct. 17 ahead of a campaign in early 2025, timed to the opening of Alo Yoga’s first South Korea flagship in Dosan Park, Seoul, marking a major milestone for the brand’s market in spring 2025.
Within 24 hours of the announcement, Jin’s role as Alo Yoga’s ambassador generated $3.6 million in media impact value. MIV is a proprietary metric developed by Launchmetrics to assign a monetary value to media placements and mentions, helping brands measure the impact of their media exposure.
Jin’s Instagram post alone, valued at $1.2 million, captured his excitement: “Excited to join the @alo family. @alo Big things coming soon to Korea.” In the announcement photo, Jin sported a black Alo cap, a black Alo T-shirt over a white long-sleeved shirt and black pants.
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The South Korean flagship will debut in a 6,000-square-foot, six-story space, featuring the brand’s signature aesthetic with a sleek slatted wood facade, a rooftop terrace and a serene sunken garden in April.
In an exclusive interview with WWD, Summer Nacewicz, vice president of marketing and creative at Alo Yoga, said that the partnership with Jin serves to further the brand’s mission to “inspire people worldwide to embrace mindfulness, recovery and movement. Jin not only embodies these values but also has the ability to ignite change through his powerful platform. This collaboration is a perfect alignment with our vision to promote physical and mental wellness on a global scale.”
Jin’s favorites from Alo Yoga include the Make Waves Hoodie, Make Waves sweatpants, Double Take Short Sleeve, Performance Off-Duty cap and the Alo Runner shoe. The picks, he said, reflect his love for comfort, style and versatility.
In the past year, Jin has become a global brand ambassador for several brands. His collaborations include fashion house Gucci, jeweler Fred and Korean skin care brand Laneige, where he is its first male global ambassador.
