Alo Yoga
〰️
Alo Yoga 〰️
Alo Yoga
Creative Brief
THE ASK
Get more women to choose Alo as their go-to athleisure brand; not just for working out, but for stepping into their aspirational self, every d*mn day.
THE PROBLEM
Alo makes premium performance + athleisure wear, but in a sea of aspirational content, the brand risks blending in.
THE INSIGHT
Women are constantly told to be realistic. Looking the part helps you live the part.Sometimes that means being a little “delulu.”
THE STRATEGY
Embrace the Delulu.
ABOUT THE BRAND: ALO YOGA
Founded in Los Angeles in 2007, Alo Yoga, also known as “Alo”, creates premium activewear that blends performance, style, and wellness.
It was popularized and is synonymous being worn by influencers. Their pieces are designed for practice but made to be worn all day from the studio to the street.
Alo stands for air , land , ocean.
PROBLEM
Alo makes premium performance + athleisure wear, but in a sea of aspirational content, the brand risks blending in.
Looking cute is the pre-workout.
For many women, putting on aesthetic athleisure is the motivation that gets them out the door.
Manifest it
〰️
Manifest it 〰️
What you wear is part of the ritual.
Across socials, women are using Alo and Lululemon as visual proof of the life they’re manifesting. Confidence first, outcomes later.
The Athleisure Category
In a sea of aspirational content, even great brands start to blur together.
For example:
Nike owns motivation.
Lululemon owns perfection.
Under Armor owns grit & grind.
These brands tell women to:
Push harder.
Be better.
Go further.
Yet when self-improvement is constant, even self-care starts to feel performative.
In a world obsessed with optimizing productivity and perfection.
“Being your best self” isn’t enough.
White Space Opportunity for Alo
In a crowded athleisure category, Alo is uniquely positioned to stand out.
Alo’s motivation is aspirational and about manifesting confidence before you even achieve it. It’s not “you must push harder” or “be disciplined,” it’s about, step into your best self every day.
Let’s dress like it.
Just like reaching for stars, wearing Alo lets you act as if you’ve already you got it. You’re already THAT girl.
The mindset is part of the journey.
In Pop Culture: Dress the Part, Be the Part
Amy Schumer’s character in I Feel Pretty shows that confidence comes first. Cher in Clueless proves that playful style and self-expression shape how you show up. And Elle Woods in Legally Blonde shows that confidence and conviction make their own space at the table.
Confidence isn’t something you wait for; you make it.
Alo helps you step into it every day.
When Men Flex, it’s Motivation
Ashton Hall’s (pictured left) lifestyle is positioned as the pinnacle of masculinity and success. Society tells us to push ourselves to unrealistic routines. Even aesthetic masculinity reinforces a familiar truth that aspiration and confidence are celebrated in men and scrutinized in women.
Shown above: Ashton Hall’s over the top morning routine that went viral.
Confidence is Cute and All Until Women Own it…
Women are constantly rated, ranked, and reduced by strangers, by algorithms, by manosphere and red pill podcasters with ring lights and cheap microphones. A woman who rates herself a 10 is seen as delusional.
Say you’re confident? You’re arrogant.
Show ambition? You’re “doing the most”.
Women are quick to be humbled if they show confidence and stop asking for permission.
Pictured above: Red pill podcast “@whatever”
.
Women Have Always Been Told to Shrink
From Beyoncé sampling author Chimamanda Ngozi Adichie in ***Flawless to Kamala Harris naming it outright, culture keeps repeating the same rule: women can have ambition. Just not too much of it.
In case if you haven’t listened to ***Flawless before dropping this here :)
The Insight
Women are constantly told to be realistic.
Looking the part helps you live the part.
Sometimes that means being a little “delulu.”
Embrace the Delulu.
The Strategy:
RTBs
*
RTBs *
-
Wider color selection.
*compared to lululemon
-
-
made for studio to street wear
-
-
some of your fav influencers rock alo sets and they’re in higher price range.