Lululemon Takes a Big Step Forward

Lululemon is creating its first running shoe that's specifically designed for women.

The running shoe, known as Blissfeel, is launching at the end of March in select markets.

Lululemon also plans to launch women's cross-training sneakers in the summer, with men's footwear planned to launch next year. The sneaker features foam cushion technology and the company intends to create shoes that satisfy the unmet needs of women when it comes to active footwear. The Blissfeel running shoes will cost US$148.

The pandemic created a surge in consumers embracing new fitness routines, which opened up new opportunities for brands to expand their activewear. Lululemon has built up a reputation for performance-based clothing and the brand is now aiming to extend that expertise into footwear. The focus on women could prove to be a differentiating factor for the brand. Yet, with shoes being the most important apparel decision for runners, the functionality and comfort of the shoe will ultimately drive the purchase behaviour.

Now with pandemic fears receding, consumers are returning to gyms and classes. As fitness brands take note of the flux in where consumers work out, we can expect to see a continued focus on apparel and footwear that evolves with shifting fitness routines. With competition heating up in this space, it will be necessary for fitness brands to prioritize a sense of community to maintain consumer loyalty, especially when expanding into new territor.