More celebrities are wearing Alo Yoga, helping the brand to outcompete Lululemon. 

More celebrities are wearing Alo Yoga, helping the brand to outcompete Lululemon. The small yoga brand founded in 2007 is now making major marketing moves, ones that big brands, such as Lululemon and Nike, can’t compete with. CEO of Alo Yoga, Danny Harris, explains that the success of the company since the COVID pandemic has a lot to do with their unorthodox business model: “We think of ourselves as more of a digital brand than we do a clothing brand or a brick and mortar retailer…I really see Alo being more like Tesla, and the other guys being Ford and Chrysler and General Motors.” The brand takes advantage of the many Gen Z and Millennial eyes on celebrities such as Kendall Jenner, Bella Hadid, and Hailey Bieber; Alo Yoga teams up with them and other influencers as part of their Alo “community,” giving them free workout sets and gear. As a result, the brand gains free marketing from the countless paparazzi photos and social posts that are released of these celebs sporting the brand anywhere from coffee shops to workout classes. (WSJ, MissMV)