Lululemon launches shoe brand to rival Nike and Adidas
Lululemon has jumped into the footwear business and effectively added a new category in its product list. With this new venture, its rivalry with Adidas and Nike certainly goes further.
Lululemon already competes with major footwear giants through its activewear items such as leggings and sports bras, and now the company is aiming to compete in the sneaker category as well.
The Vancouver-based Canadian sportswear retailer said it entered the footwear category the same way it built its apparel business, which means offering products designed and created for ” solving unmet needs, designed for women first”.
According to CNBC, Lululemon’s launch of its new line of shoes marks its official entry into the sneaker market. Its new footwear business could be another big step in the company’s growth as a sportswear retailer and keep pace with its bigger competitors.
Based on the report, Lululemon is set to launch its first-ever women’s running shoe on March 22. The product model was named Blissfeel, and from the said date people can buy it in certain markets in North America, United States. UK and mainland China for the suggested retail price of $148.
The brand is releasing three more sneakers this year and they are the Chargefeel: a cross-training shoe ($138), the lululemon Restfeel: an elevated slide for post-workout ($58) and the lululemon Strongfeel : a training shoe designed for multisports. -directional movement ($128).
For men’s shoes, Lululemon has announced plans to launch them next year. At the same time, it will also expand its women’s sneaker collection and add seasonal and special-edition sneakers as well.
“The shoe is the natural next step for us to extend and apply our long history of innovation in fit, feel and performance, and this represents an exciting time for our brand,” said the CEO. of Lululemon, Calvin McDonald, in a statement. Press release. “We enter the footwear category the same way we built our apparel business – with products designed to address unmet needs, designed for women first.”
Finally, Lululemon’s chief product officer, Sun Choe, also explained why they are launching women’s shoes first. “We intentionally started with women first because we saw an opportunity to solve the fact that more often than not performance shoes are designed for men and then tailored for women and that just didn’t sit well with us because the innovation for women is in lululemon’s DNA.”