lululemon steps into female footwear space

Lululemon has made its official entrance into the footwear category. Yesterday, the company introduced its debut running shoe, Blissfeel, which is made for women. According to the company, footwear is the next natural step for the company to expand and apply its long history of innovation in fit, feel and performance. 

Currently, the Blissfeel is only available for women. According to lululemon, the brand started with women first as it saw an opportunity to solve the fact that 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," said lululemon's chief product officer, Sun Chloe. 

Aside from the Blissfeel, lululemon has revealed three additional styles which will be introduced in the coming months - the Chargefeel, Strongfeel and Restfeel.The product will be available online and in selected stores across North America, Mainland China and the United Kingdom from 22 March onwards. With an aim to grow the footwear category, the brand will also be releasing a men's footwear collection in 2023. 

MARKETING-INTERACTIVE has reached out to lululemon on additional information of its marketing strategies for the Blissfeel. 

“It feels like a long time coming that women get a shoe that’s built for us,” said Collen Quigley, track and field athlete and lululemon's ambassador.  “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. As a brand that has long been driving innovation, inclusivity and accessibility, it’s especially fitting, and personally very exciting for me that lululemon is entering footwear with a women’s running shoe," Quigley explained.  Quigley has been lululemon's ambassador since 2021. 

Recently, lululemon has been involved in lawsuits with Nike and Peloton. Earlier this year, Nike filed a lawsuit accusing lululemon of patent infringement over the latter's at-home fitness device MIRROR and its related mobile apps. According to Reuters, Nike accused lululemon of infringing six patents in its complaint, filed in the US District Court in Manhattan. It is seeking triple damages for lululemon's alleged infringement, and a variety of other remedies.

Meanwhile in November last year, lululemon and Peloton were involved in a series of lawsuits after Peloton launched its private-label apparel brand in September 2021. Initially lululemon sent a cease and desist letter on Peloton copying its designs.

Related articles:
Nike sues lululemon for patent infringement, lululemon remains undeterred
Lululemon and Peloton in legal feud over 'copycat' products
lululemon names new PR director for APAC
lululemon unveils 'largest global campaign', plans to quadruple revenue by 2023