Lululemon (NASDAQ: LULU) is set to expand into footwear, ultimately boosting its rivalry with companies like Nike and Adidas. The company initially announced the new line in April of 2019 and is likely to go with the concept “feel” for the shoes, by adding it into both marketing and packaging materials.
“We saw a real opportunity to take our Science of Feel philosophy around feeling your best to perform your best into the footwear category to support the [customer] head to toe,” says Sun Choe, Lululemon’s chief product officer.
The company’s very first running shoe for women, called Blissfeel, is set to go on sale starting March 22 within North America, Mainland China, and the United Kingdom. The shoes will retail for USD148 and come in 10 different colorways. Nevertheless, more styles are scheduled to launch in the next few months.
Furthermore, Lululemon aims to also launch a men’s footwear collection next year, while also expanding its women’s line to include special-edition and seasonal shoes.
“It represents an exciting moment for our brand,” Lululemon CEO Calvin McDonald said. “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.”
According to data from market research firm NPD Group, Athletic footwear sales have risen 17% for men and 24% for women throughout 2021 in comparison with 2020 metrics.