To generate press coverage around the launch of ALO’s Java Brown collection with Joe Burrow, ALO tapped The Brand Agency to lead media strategy for the collaboration. The campaign connected ALO’s performance-driven approach with Burrow’s personal style, introducing Java Brown as a new expression of the brand’s elevated, everyday aesthetic.

The Brand Agency developed a targeted media approach to build awareness of the launch and extend the conversation across sports, fashion, and lifestyle media. Our team worked closely with key press to share the story behind the collaboration, highlight the collection’s standout pieces and provide context on Burrow’s relationship with ALO Men.

The Brand Agency’s efforts generated more than 82M media impressions and secured coverage across leading sports, fashion, style, and lifestyle outlets. Coverage included hits in Complex, Highsnobiety, Men’s Fitness, Men’s Journal and Flaunt Magazine, just to name a few. The campaign also earned social coverage across Complex and Highsnobiety’s channels.