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Alo Yoga blends virtual and physical retail together on Roblox

Alo Yoga blends virtual and physical retail together on Roblox

Alo Yoga has unveiled a revamp of its sanctuary on Roblox, designed to bridge virtual wellness with real-world rewards.

In a first for the gaming platform, players visiting any of the brand’s 150 stores worldwide will be able to unlock exclusive in-game gear using near-field communication (NFC) technology.

Roblox players will be able to scan a special sticker equipped with NFC technology and displayed on store windows to access a free virtual item exclusively available to users visiting a physical Alo Yoga store.

Meanwhile, the fashion retailer’s updated sanctuary on the game features running challenges, cold plunge therapy, interactive gym equipment and Alo Moves yoga and meditation content, designed to blend fitness and mindfulness in a digital space.

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Alo Yoga co-founder and co-CEO Danny Harris said: “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.”

He continued: “This refresh underscores our commitment to innovation and to redefining wellness in both digital and real-life spaces.”

A host of retailers have joined forces with Roblox in recent times, with Shopify partnering with the game in September to bring in-game shopping to life.

Last May, Superdrug also launched a branded obstacle game on Roblox, dubbed ‘Superdrug Obby’, to celebrate its 60th birthday.

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