Client
J4256H Public Relations
Type of Work
Strategy and Public Relations
Overview
Alo Yoga, a global leader in the "studio-to-street" aesthetic, faced the challenge of expanding its brand architecture from a yoga apparel niche into the highly competitive athletic shoe industry. With established players like Nike and Lululemon dominating the space, Alo needed to leverage its core competencies in sustainability, community, and mindful movement to differentiate its first performance running shoe: the Alo Runner. I was tasked with conceptualizing and executing a PR campaign centered around Alo Yoga's new Runner shoe. To do this, I first conducted a situation analysis, utilizing information from sources such as Mintel, indusrty publications and direct competitors. I determined the target audience to use in the developent of a media outlet list, media pitch pitch statement, a press release and social media posts.
The Ask
Situation Analysis Takeaways
Company: Founded in 2007, Alo Yoga has successfully transitioned from a yoga-focused apparel brand to a leader in the "studio-to-street" aesthetic. By launching the Alo Runner, the company is leveraging its reputation for blending mindful movement, fashion, and community-driven wellness into the footwear space. Category: The athletic shoe market is a mature and highly competitive environment currently driven by trends in athleisure, sustainability, and technological innovation. Brands in this space are aggressively utilizing athlete partnerships and social media to promote products that balance high performance with modern style. Competition: Alo Yoga faces intense competition from established brands like Nike, Lululemon, and Hoka, who dominate the market through high brand recognition and technical innovation. Additionally, they compete with niche, eco-conscious brands such as Allbirds and Veja for the attention of the sustainability-focused shopper. Consumer: The primary target audience consists of young, high-income females who prioritize a healthy lifestyle and sustainable production. These consumers seek footwear that offers both comfort and fashion, though there remains an unmet demand for more inclusive footwear options.
Target Audience
Affluent, wellness-conscious women aged 18–40 who view high-performance footwear as a seamless extension of their aesthetic and ethical values. This demographic is prioritized because their high disposable income and digital engagement align with Alo’s premium, eco-friendly positioning, making them likely to invest in versatile products that bridge the gap between daily fitness and luxury style.
Media List
Runner’s World: Selected for its high demographic alignment, specifically its affluent, majority-female readership, and the technical authority of Jeff Dengate, whose expert gear endorsements provide the "performance" credibility needed for the Alo Runner collection. The New York Times: Chosen to leverage its massive reach among Gen Z and Millennial digital consumers. Seth Berkman’s role at Wirecutter provides a research-backed platform to position Alo’s footwear as a stylish yet functional staple for urban professionals. Vogue: Selected for its status as the "fashion bible," providing high-end visibility necessary to position the Alo Runner as a style-forward lifestyle staple. Kristina Rutkowski’s expertise in celebrity look-books and trend forecasting makes her the ideal voice to bridge the gap between performance footwear and luxury fashion.
Social Post Example
