In July 2024, Jin was officially announced as the global ambαѕѕador for the renowned sports and lifestyle brand Alo Yoga. He also became the first K-pop artist the brand has ever partnered with at the global ambαѕѕador level. Prior to Jin, Alo had never appointed a K-pop idol to such a high-ranking ambαѕѕador role.
Immediately upon completing his military service, Jin quickly became a major focus in the fashion world. Choosing him as a global ambαѕѕador was seen as a strategic move by Alo to expand its global reach, particularly in Asia and within the K-pop fan community.
With his elegant, athletic image and calm demeanor, Jin perfectly embo∂ιєs Alo’s philosophy of “mindful movement” and its healthy lifestyle aesthetic. The mαѕѕive media value the brand received during his time as ambαѕѕador further reinforced this synergy.
The brand ever reportedly gained $3.6 million in media value, with Jin’s single Instagram post accounting for $1.2 million alone in PR value. Unsurprisingly, the “sold-out” effect soon followed. After Jin was spotted wearing one of Alo’s jackets, the item sold out on their website within days.
On Reddit, fans jokingly remarked that Alo needed to “increase inventory because this ambαѕѕador sells out everything.” Thanks to the partnership with Jin, the brand’s flagship store at Dosan Park in Seoul was met with an enthusiastic reception, further solidifying its global presence.
It’s fair to say that Jin brought Alo Yoga not only social media buzz but also tangible results—sales phenomena and elevated international brand influence. However, despite his remarkable contribution, fans have expressed frustration over the lack of proper recognition Jin received from the brand as a global ambαѕѕador.
After all that Jin has done for the brand, fans noticed that he didn’t even receive a dedicated post on Alo’s official social media accounts after attending one of their major events. Instead, the brand posted photos of another ambαѕѕador immediately after the event ended.
Meanwhile, Jin was only featured in a group post that included several other K-pop idols who attended the event, and he wasn’t even the first face shown—appearing after others who were ambαѕѕadors as well.
ARMYs also pointed out that, since Jin’s collaboration began, Alo’s Instagram account has never featured a dedicated highlight section for him as their global ambαѕѕador, unlike how many luxury brands showcase their top-tier ambαѕѕadors. Media campaigns involving Jin were also notably under-promoted, falling short of the prominence he deserves.
Typically, global ambαѕѕadors are given special treatment—custom outfits and accessories, priority placement in campaigns, and frequent, standout appearances across social channels. In Jin’s case, however, it appears Alo Yoga has overlooked the very figure they should be celebrating most.
Because of this, fans have accused Alo Yoga of disrespecting the BTS superstar and demanded the brand reconsider its approach. On social media platforms, hashtags like #JINALOGLOBALAMBASSADOR, #ALOYOGAAPOLIGIZETOJIN, #RESPECTJIN, #PROTECTJIN, #JINDESERVESPESPECT are trending to call for justice for him.
ARMYs also aimed to Alo Yoga with the message: "Hello @AloYoga, we are disappointed by your lack of respect and adequate support for JIN. We demand fairness, respect, and the treatment he rightfully deserves in the role he represents. That is the minimum for a global ambαѕѕador". As the campaign gained traction,the brand seemed to take notice and responded with a solo post highlighting Jin’s appearance at a recent event.
However, fans argue that this gesture is far from enough. They are now calling on the brand to take genuine accountability and reevaluate how it treats its global ambαѕѕador:
- Jin did everything right, and yet he’s the one being sidelined? This is not how you treat a global ambαѕѕador.
- Alo couldn’t even give Jin a fraction of the treatment Gucci gave him — not even the tip of a toenail.
- Let’s not forget: Jin is highly sought after. There are brands lining up for a chance to work with him.
- The fact that Alo gained so much from Jin but barely promoted him? Unacceptable. He deserves way better
- No highlight, no solo post, no proper promo… Jin is not just “another guest,” he’s your GLOBAL AMBASSADOR.
- You don’t just use Jin for hype and then ignore him. We see everything. Do better, Alo.
- He brought sales, visibility, and elegance to your brand. And this is how you thank him?
- We’re not asking for too much—just basic respect for someone who helped your brand shine.
- The way Alo treated Jin feels like a missed opportunity and a lack of appreciation. Truly disappointing.
- How do you fumble someone like Jin? Alo, you had ONE job.
- Other luxury brands would кιℓℓ to have Jin as their global ambαѕѕador. Alo had him, and treated him like a background extra.
