In my NIL class, I developed a comprehensive hypothetical brand partnership between Alo Yoga and Clemson gymnast Kielyn McCright. This project included designing a strategic marketing campaign, crafting a social media content plan tailored to Kielyn’s audience, and outlining a detailed NIL contract. The campaign focused on leveraging Kielyn’s athleticism and personal brand to authentically promote Alo Yoga, incorporating influencer-driven engagement, ambassador events, and digital storytelling to enhance brand awareness and audience connection.
The partnership between Kielyn and Alo Yoga is built on authenticity and shared values. As a collegiate gymnast, Kielyn embodies Alo’s studio-to-street functionality, resilience, and commitment to mental well-being. With a strong Gen Z presence, she naturally aligns with Alo’s mission, making this collaboration a seamless blend of performance, style, and empowerment.
Campaign Idea
The foundation of this partnership is the Kielyn Collection—a thoughtfully curated selection that seamlessly reflects Kielyn’s everyday style. Designed for both performance and lifestyle, the collection highlights the latest Fall color palette, including the bold introduction of Eclipse Blue. This collaboration blends functionality with fashion, embodying the strength, resilience, and versatility that define both Kielyn and Alo Yoga.
As part of the partnership, Kielyn takes center stage in an exclusive Alo Moves class, guiding viewers through a series of yoga and mental wellness exercises. While moving through the flow, she shares her personal journey of overcoming adversity as a student-athlete—navigating challenges, prioritizing mental health, and building resilience. This session is more than just movement; it’s a testament to strength, mindfulness, and the power of perseverance.
Beyond the digital experience, we want to offer Kielyn’s Clemson community the opportunity to hear her story in person, gain exclusive access to the collection, and connect with her on a deeper level. We believe The Clemson Dykes, a beautiful and well-known lake-view nature spot where students often go for walks and runs to clear their minds, would be the perfect setting for this activation. This event will create a meaningful space for reflection, movement, and community connection.
Execution & Deliverables
Kielyn’s social media content and captions should authentically reflect our partnership values, showcasing the functionality and versatility of Alo’s apparel. Whether she’s working out, heading to class, or navigating her daily routine, her posts should highlight how seamlessly Alo fits into every aspect of her lifestyle.
Key Takeaways
Through this project, I gained invaluable insight into the world of NIL partnerships and the strategic process behind executing a successful brand collaboration. I learned how to navigate NIL guidelines, ensuring compliance while maximizing opportunities for both the athlete and the brand. From initial concept development to campaign execution, I explored how to craft a compelling partnership that aligns with brand values and audience engagement. Additionally, I honed my skills in curating a collection, developing activation strategies, and creating impactful social media messaging to bring the collaboration to life. This project reinforced the importance of authenticity, storytelling, and strategic planning in influencer and athlete marketing.