Alo Yoga, a prominent yoga clothing brand known for its technological innovations, has joined forces with Moonpay, a crypto payment service, to introduce non-fungible tokens (NFTs) in its stores across North America.
The collaboration coincides with Mental Health Awareness Month in the United States, an annual national movement aimed at promoting mental health awareness.
As part of the in-store experience, customers can use a terminal equipped with a near-field communication (NFC) chip. This technology facilitates communication between electronic devices and directs customers to a website where they can claim a free NFT daily.
Each NFT will feature a daily affirmation and provide access to Alo Yoga moves classes and a variety of mindful resources.
To create this immersive in-store experience, Alo Yoga used Moonpay’s self-service NFT minting platform, which allows individuals to easily create, manage, and mint NFTs on a large scale.
This collaboration marks Alo Yoga’s ongoing venture into the Web3 space. In March, the brand introduced a digital wearable collection and partnered with prominent metaverse platforms — such as The Sandbox and Decentraland — to market and make it available to avatars. The company also actively engaged in Decentraland’s Metaverse Fashion Week 2023, hosting virtual meditation sessions as part of the event.