Alo Yoga has appointed BTS‘ Jin as its new global ambassador, coinciding with the brand’s ambitious expansion into Asia. The partnership marks a significant milestone for the lifestyle brand, known for its commitment to mindfulness and wellness, as it prepares to open its first flagship store in Seoul’s Dosan Park in April 2025.
Jin, a member of the world-renowned K-pop group BTS, expressed his enthusiasm for the collaboration, saying, “What I really like about Alo Yoga is how they effortlessly combine comfort, style and purpose, while also emphasizing physical and mental well-being, which is something I deeply value.” The artist’s alignment with Alo Yoga’s values of mindfulness, balance and self-love resonates strongly with his personal ethos and fan base.
The partnership, which will launch with a comprehensive campaign in early 2025, showcases Jin’s favorite Alo pieces, including the Make Waves hoodie and sweatpants, the Double Take Short Sleeve, the Performance Off-Duty cap, and the Alo Runner shoe. These selections reflect Jin’s preference for versatile, comfortable clothing that transitions seamlessly from workout to everyday wear.
Alo Yoga’s expansion into South Korea represents a strategic move into one of the world’s most influential fashion markets. The brand’s 6,000-square-foot ( 557m²), six-story flagship store in Seoul will feature the company’s signature aesthetic, complete with a sleek slatted wood facade, rooftop terrace and tranquil sunken garden. This immersive retail experience is designed to introduce Alo’s unique blend of fashion and wellness to the Korean market.
Commenting on the significance of this expansion, Summer Nacewicz, Vice President of Marketing and Creative for Alo Yoga, said, “Seoul is a global fashion hub and Korean fashion and entertainment culture have a worldwide influence. We’ve already built a strong audience in Korea and there’s a lot of anticipation for Alo’s arrival.”
By partnering with one of K-pop’s most recognizable figures, Alo Yoga is poised to strengthen its connection with consumers in Asia and beyond, further solidifying its position as a leader in the athleisure and wellness space.
