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Alo Yoga's Battle With Influencer Dana Falsetti "Nolatrees"
In a single year, the U.S. yoga industry generated more than $11 billion in revenue. Alo Yoga, a yoga apparel company, is one brand dominating the market. The company recently sued body positive yoga influencer Dana Falsetti (@nolatrees). The resulting backlash has raised questions about influencer relations and sponsored content ownership (influencer agreements and contracts).
For influencer marketing campaigns, brands and influencers collaborate to create sponsored content. Though this sponsored content is typically published on an influencer’s social channels, in some cases it may be difficult to discern who owns content once it goes live and afterward unless previously discussed and agreed upon contractually. To avoid ambiguity, brands and influencers should strive to reach a clear consensus and create documentation of who owns social media content before, during, and after campaigns.
Here we’ll outline the recent news surrounding Alo Yoga’s suit against Falsetti and examine its implications for the influencer industry.