ALO YOGA, a sportswear brand from Los Angeles, USA, appointed BTS's JIN as its global ambassador on Thursday October 17, 2024. It was revealed that the brand recorded a media impact value (MIV) of $3.6 million within 24 hours of the announcement.
Jin posted a photo on Instagram wearing the brand's black cap, white long-sleeve shirt, black T-shirt, and pants, expressing his excitement, saying, "I'm happy to be a part of ALO YOGA. Big things are coming to Korea for ALO YOGA soon."
The post generated an MIV of $1.2 million. Jin said, "What I love about ALO YOGA is how it effortlessly blends comfort, style and purpose, while placing emphasis on physical and mental wellness, which is very important to me.
I really resonate with the brand's approach to mindful movement, which is not just about what you wear, but how you feel and how you bring your attention to the present. ALO YOGA creates pieces that allow me to move freely, whether I'm working out, rehearsing, or just relaxing.
And the designs can be worn as both sportswear and everyday wear, making them easy to transition between different everyday occasions." Jin also emphasized that this partnership has great meaning for him, saying, "ALO YOGA is not just about clothes.
As someone who cares for his own mind and body, I feel it is very meaningful to work with the brand to encourage people to take action and live with purpose. For me, it's an opportunity to connect with a community that believes in living a fulfilling life, being grounded, and being aware of the present.
This is something I strive to do in my own life and music." Summer Nacewicz, Vice President of Marketing and Creative, said, "Our partnership with Jin aligns with our brand's vision of promoting wellness on a global scale.
Jin was very open and honest in collaborating with us. We hope Jin's fans in Korea and around the world will resonate with what we create," adding that they want to show fans a new side of Jin they've never seen before.
The brand plans to open its first flagship store in Seoul, South Korea in spring 2025. MIV is a metric developed by data technology company LaunchMetrics that assigns a monetary value to media coverage and allows brands to measure the impact of their media exposure.
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