Alo Yoga brings real world rewards to Roblox

Los Angeles-based activewear brand Alo Yoga is refreshing its Alo Yoga Sanctuary on Roblox, bridging "virtual wellness" with real world rewards through a Proof of Attendance Protocol (POAP) activation.

In a "first-of-its-kind" activation on Roblox, players visiting any of Alo Yoga’s 150 retail locations worldwide can unlock exclusive in-game gear, like the Alo G.O.A.T. varsity jacket, by scanning a special sticker equipped with near-field communication (NFC) technology.

The activation bridges Alo’s real world spaces and the immersive Roblox platform, blending the best of in-store and digital experiences and redefining how Alo Yoga engages with its community.

Described as an "immersive wellness experience", the updated sanctuary offers running challenges, cold plunge therapy, interactive gym equipment, and Alo Moves yoga and meditation content, blending fitness and mindfulness in a digital space.

Developed in partnership with Sawhorse, the updated experience offers a captivating wellness adventure and "a restorative escape for millions of Roblox users".

Danny Harris, Co-CEO and co-founder of Alo Yoga, said: "Our journey on Roblox has been a groundbreaking way to connect with our community, with over 117 million visits to the experience so far. The incredible response we’ve received continues to inspire us to innovate.

"The upcoming refresh of our Roblox experience perfectly aligns with the launch of our ‘Move Into Wellness’ campaign, emphasising movement, recovery, and mindfulness - core pillars of our brand.

"This update introduces exciting new features, including running challenges and Alo Moves yoga and meditation content, creating a fully immersive wellness experience. We’re especially excited to bridge the virtual and physical worlds with a first-of-its-kind activation that allows players to unlock exclusive virtual gear, like the Alo G.O.A.T Jacket, by visiting an Alo store.

"This refresh underscores our commitment to innovation and to redefining wellness in both digital and real life spaces."