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Lululemon athletica inc. has announced its debut into the footwear industry with its first shoe collection set to debut in March.
The collection is made for women and will be available online and in select stores across North America, Mainland China and the United Kingdom, with the Blissfeel shoes debuting first.
The collection comprises three additional styles which will be available in the upcoming months, including Chargefeel, Strongfeel and Restfeel.
Lululemon Blissfeel are running shoes that support movement and have underfoot foam cushioning technology, launching in 10 colours. Meanwhile, the Lululemon Chargefeel is a cross-training shoe designed for gym training and short runs.
Additionally, Lululemon Restfeel reportedly has an elevated slide for post-workout with the same design philosophy as the brand’s performance shoes, and Lululemon Strongfeel is also a training shoe designed for multi-directional movement that features a low profile, supportive midsole.
Calvin McDonald, Lululemon CEO, 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.”
Colleen Quigley, track and field athlete and Lululemon ambassador, said: “I am so proud to have been a part of this footwear journey with Lululemon and that soon more people will have the chance to experience Blissfeel.”
