Fashion and lifestyle brand Alo Yoga is helping its loyal consumers get in the spirit of wellness, kicking off the new year with its “Move Into Wellness” campaign and the launch of three new ingestible supplements.
With “Move Into Wellness” the brand will position its entire health and wellness ecosystem in one campaign for the first time. Summer Nacewicz, executive vice president of marketing and creative at Alo Yoga, told WWD that the campaign further sets the stage for how Alo supports a 360-degree journey of wellness. Alo’s core pillars include movement, recovery and mindfulness — all of which the brand has dedicated educational content around in addition to product offerings.
“It’s something that truly embodies what we stand for, which is inspiring mind-body wellness,” Nacewicz said. “January is such a unique time of introspection and reset, of personal growth and intention setting, so it’s the perfect time to connect to someone with a message that speaks to where they are in that moment.”
Giving dimension to the campaign are three celebrity ambassadors who have been longtime friends of the Alo world and embody the brand’s elements with Rosie Huntington-Whiteley representing fashion, Jimmy Butler representing performance and Radhi Devlukia representing wellness.
“The special thing about this campaign was that all three of the ambassadors were already part of our Alo world,” Nacewicz said. “Through them, we paint a multifaceted view of what wellness is — a mix of movement, mindfulness and recovery. Rosie loves doing pilates at our wellness club, Radhi’s been a beloved guest on our podcast and Jimmy has been such an advocate for us over the past few years.”
It was serendipitous, she said, that they also perfectly represented the different facets of wellness that Alo wanted to speak to, adding that Alo seeks to inspire an attainable version of wellness. This means wellness for the sake of feeling better, having more energy and less anxiety. All of these messages will be seen throughout the campaign across social media platforms, in stores, studios and through global community partnerships.
Speaking to how Alo has become part of her overall wellness journey, Huntington-Whiteley said her “approach to wellness is continually evolving and, at the moment, it’s centered around establishing a mindful and healthy routine in my daily life. The pilates sessions at the Alo Wellness Club have been instrumental in integrating movement seamlessly into my life, guiding me toward healthier choices in my daily habits. This disciplined routine acts as the anchor that grounds and harmonizes everything for me.”
Sharing his perspective, Butler said “there is a lot of focus on what I do on the basketball court and everyone sees the results. People don’t see how much time goes into my training, practicing my craft and then recovery. I started taking recovery seriously once I became a professional, and it has done so many great things for me as an athlete and as an individual. I value being able to stretch, work out, get a massage and hop in the cold plunge whenever I’m at the Alo Wellness Club.”
As its “Move Into Wellness” campaign continues to roll out over several weeks, the company will also launch three more supplements, in the form of capsules, to its existing offering of the Alo Stackable Wellness System, which already includes three gel shot supplements. Similarly, the capsule formulas have been created to feature potent vitamins, exotic superfoods, antioxidants and adaptogens to balance inner wellness with no fillers, GMOs, dyes or artificial substances. The supplements can be taken alone or as part of a personal supplement routine.
“We’re so excited to debut our second drop of wellness ingestibles, this time in capsule form,” says Danny Harris, co-chief executive officer and cofounder of Alo Yoga. “Through these innovative daily formulas, we’re continuing to spread mindful movement, inspire wellness and create a community to complete a holistic wellness routine that puts glow-boosting health at the forefront.”
The first three capsule supplements, which launched Friday, include the Superfood Multivitamin, the Chill and the Energy Pop. Two more drops of the wellness ingestible capsules are expected to follow.
“Our stackable wellness system is packed with adaptogens and exotic superfoods that boost your mood and health,” Nacewicz said. “They are made to support you as you look to rev up before a workout with our all-natural, caffeine-free, mood-booting energy pop or wind down at the end of the day with our calming chill capsules. We think about everything that goes into your health — not just the one hour a day that you may work out, but the other 23 hours you are recovering. We really seek to inspire, not prescribe. Wellness is very personal and everyone can have a different version of it that feels right to them. We want to create the tools (products) and education (content) to help them feel better, live longer and be the best version of themselves.”
As someone who uses Alo’s Stackable Wellness System, Butler told WWD that he has found the brand’s clean supplements “fit seamlessly into [his] wellness journey. After a tough game or intense training session, Chill is my go-to. It helps me recover and decompress, easing my body and mind. This is important as it gives me space to reflect, which is often essential for a professional athlete with a hectic and demanding schedule.”
Moreover, Huntington-Whiteley said having recently decided to cut out caffeine, she has turned to Alo’s Energy Pop supplement. “It provides that additional burst of energy, lifting my spirits throughout the day,” she said. “Juggling the responsibilities of motherhood and a busy schedule makes it challenging to maintain a consistent workout routine, but the Energy Pop supplement from Alo has become a valuable ally, helping me stay on track.”
The Alo Stackable Wellness System Capsules will be available in Alo stores and online as well as sephora.com.
