The Challenge:
Identify an unmet consumer need in the active lifestyle market, develop an innovative product solution for Alo that extends their brand beyond yoga wear, and create a disruptive integrated campaign that introduces the product to urban professionals. Utilize comprehensive market research, competitive analysis, and strategic positioning to ensure the new offering aligns with Alo's premium brand identity while attracting a broader audience segment.
The Results:
The Commuter Jacket by Alo bridges the gap between athletic performance and workplace sophistication. This innovative blazer combines Alo's signature performance fabrics with elevated design, addressing the unique needs of active urban professionals. Our disruptive launch campaign transforms Penn Station into an immersive brand experience, meeting our target audience where they are, quite literally, with interactive installations and personalized touchpoints that celebrate the modern commuter lifestyle.
