The Canadian athletic apparel retailer has dipped its toe in the women’s footwear category as it continues its mission to offer customers a complete head-to-toe offering.
The brand has debuted its Blissfeel running shoe, which is gearing up to be launched on 22 March across the UK, North America and mainland China. Alongside the Blissfeel, Lululemon will be offering three additional styles called Chargefeel, Strongfeel and Restfeel and all of the styles will be part of the women’s collection.
Lululemon Chief Executive Calvin McDonald said: “Footwear is the natural next step for us to expand and apply our long history of innovation in fit, feel and performance, and it represents an exciting moment for our brand. We are entering the footwear category the same way we built our apparel business—with products designed to solve unmet needs, made for women first.”
Sun Choe, Lululemon’s Chief Product Officer, added: “We intentionally started with women first because we saw an opportunity to solve for the fact that, more often than not, performance shoes are designed for men and then adapted for women. That didn’t sit well with us. Innovating for women is in Lululemon’s DNA—now we’re bringing that same expertise to footwear, and women were part of this journey every step of the way.”
