Alo Yoga, the Los Angeles-based activewear brand, has announced BLACKPINK‘s Jisoo as the face of their Spring 2024 campaign. Jisoo expressed her enthusiasm for the partnership, highlighting her personal commitment to health and wellness. “This partnership with Alo felt like the perfect match because my health and wellness [have] always been a priority for me. I love to move whenever I have the time, especially with Yoga Pilates,” she said.
The collaboration between Jisoo and Alo Yoga started in February 2023 and developed naturally over time. The partnership was finalized after Jisoo visited Alo Yoga’s headquarters during Blackpink’s “Born Pink” tour in August 2023. Summer Nacewicz from Alo Yoga highlighted the importance of genuine interest and mutual benefit in forming such partnerships, rather than focusing solely on the transactional aspect.
Jisoo’s wide-reaching influence is expected to enhance Alo Yoga’s visibility in Asia and other international markets. The brand has observed an increase in awareness in Korea since Jisoo began associating with Alo, but still faces the challenge of not having physical stores in the region.
The Spring 2024 campaign features Jisoo modeling Alo Yoga’s classic and iconic styles, including leggings sets and the Accolade sweats in a new pink color called Soft Mulberry, launching on January 29. A limited-edition pink version of the Alo x 01 Classic sneaker will be released on January 24.
The campaign was shaped by a collaborative effort to select styles that resonated with both Jisoo and Alo Yoga. Shot in Korea by Alo’s team, the campaign’s aesthetic is clean and minimal, subtly reflecting Jisoo’s celebrity status through the use of retro audio-video props.
Jisoo added Alo on her long list of partnerships, including Dior since 2019, Cartier since 2022, and Dyson since 2023. Alo Yoga is known for its high-profile celebrity collaborations, having previously worked with Kendall Jenner and Rosie Huntington-Whiteley, among others.
