Alo’s partnership-heavy marketing strategy has included collaborations and campaigns with A-listers like Jisoo, Saweetie, Rosie Huntington-Whiteley, and Kendall Jenner. But its latest partner might be less familiar: To kick off Mental Health Awareness Month in May, the athleisure brand teamed up with relationship coach and “Jillian On Love” podcaster Jillian Turecki (who has 2.1 million followers on Instagram).
“At Alo, we believe that self-love and a commitment to relationships are essential to overall health and mental health,” said Summer Nacewicz, VP of Marketing and Creative at Alo. “Prioritizing self-love fosters a positive mindset that keeps you motivated and committed to your fitness goals. Similarly, healthy relationships provide emotional stability, which is necessary to maintain physical health. By integrating self-love and relationship work into our wellness approach, we create a balanced and sustainable path to optimal health.”
The collaboration will consist of three videos that will be published on Alo’s Instagram account @aloyoga, which has 3.3 million followers, and Turecki will also share the content on her own account. In the videos, Turecki interviews strangers in a Miami park about romantic love, self-love, relationship patterns and other topics she regularly discusses with her followers.
On May 30th, Turecki will host an event at Alo Yoga Sanctuary in the Miami Design District with a talk and question-and-answer session. There will also be a live DJ and other health-promoting events.
Though Turecki has a large fan base, this is Turecki’s first brand partnership. “Jillian’s team actually approached us,” says Nasewitz. “She had this idea to give relationship advice around the city and meet her fans where they are. We loved the idea and felt there was a strong brand alignment rooted in the theme of self-love that would be fun to explore together.”
Turecki was a yoga teacher for many years before starting her dating podcast. “I’ve been doing yoga for 24 years. I’ve been immersed in the wellness and yoga world for most of my life, so I recognize Alo as a brand,” she said. “I admire the brand. They’re doing great things, I love their clothes. It just seemed like a perfect match.”
When asked what she hopes the film takes away from viewers, Turecki said, “I think it’s important to be open about what you’re doing and what you’re not. And we all have patterns in our relationships that we wish we could change. I hope people walk away, in a way, feeling a little bit educated and seen.”
There are no product tie-ins in this collaboration, other than Turecki wearing Alo while interviewing participants in the series. This process is a little different than how Alo typically creates content with collaborators. “This was a little new for us because Gillian was leading the content production, which is normally all done by us,” Nacewicz said. “But we felt it was important to have her take the lead in order to keep her content as authentic as possible.”
Finally, when asked how the brand will measure the success of this initiative, Nasewitz said, “We will look at engagement metrics like forwards, likes, and comments. Social listening will tell us if people want to see more content like this from Alo.”
