Group Client Director, Media Innovation and Consumer Technology. Wavemaker US
15 March 2022
Fashion & lifestyle brand Alo Yoga tapped into the popularity of global gaming platform Roblox to create a virtual Alo Sanctuary immersive wellness space that coincided with the opening of it its real-world Wellness Sanctuary at Spring Studios during New York Fashion Week.
Designed to bring users together through shared experiences around yoga and wellness, the Alo Sanctuary provides tools for mental and physical health, such as free guided meditation sessions and yoga classes. To double down on its commitment to supporting mental and overall health, for every user that completed mindful movement quests through the immersive experience, Alo donated to mental health initiatives through its nonprofit foundation Alo Gives.
Of course, since it is Roblox, there were also plenty of exclusive items users could unlock via daily meditation and yoga classes, such as specific clothing and yoga accessories that could be ‘worn’ inside and outside the Alo Sanctuary.