Alo Yoga, a leading apparel and accessories retail chain with numerous locations across the United States, has launched an innovative in-store NFT claim experience in collaboration with cryptocurrency payments company MoonPay. The initiative offers customers free digital collectibles featuring “daily affirmations” during Mental Health Awareness Month.

To claim their free NFT, customers can tap their smartphones on a “Tap for Mindfulness” terminal at the checkout counter. The terminal is equipped with a near-field communication (NFC) chip that directs customers to a website where they can claim their NFT. These digital assets focus on the concept of mindfulness and provide access to mental health resources, according to the company. Alo Yoga will also extend NFT collection opportunities through email for its customers.

The in-store NFT claim was developed using MoonPay’s NFT minting platform, and the collectibles are minted on the Ethereum scaling network Polygon. Alo Yoga is covering all minting fees associated with the promotion, making the process accessible and non-technical for users. By avoiding the use of Web3 jargon, the company aims to provide a seamless introduction to digital ownership in familiar environments, as explained by Angelic Vendette, Alo Yoga Global Head of Marketing.

The initiative follows a previous NFT drop by Alo Yoga, which involved digital certificates of authenticity for its Aspen Collection physical apparel. The in-store NFT claim, created in collaboration with Digital Twin Studios, has the potential to offer future benefits for holders, such as exclusive access to events or sales.

MoonPay CEO and co-founder Ivan Soto-Wright emphasized the significance of brand partnerships in introducing users to the world of Web3, stating, “We anticipate that most users will initially engage in Web3 through the brands they know and love.”