Lululemon Enters Footwear Category With Launch Of New Collection

Words by Retail Bum

Lululemon is expanding into the footwear category with the debut of its “Blissfeel” running shoes, the company announced Tuesday.

The athleisure brand plans to make its running shoes available starting March 22, 2022, online and in select stores across North America, Mainland China and the United Kingdom. In addition, it plans to launch three new additional styles in the coming months.

The company’s move to launch its own footwear line is seemingly part of its strategy to not only offer head-to-toe solutions for its customers but also deliver a well-rounded brand experience. In July 2020, lululemon acquired MIRROR, which has helped the brand go beyond its apparel offering and offer up an immersive fitness experience.

In other words, lululemon customers can get fully fitted head-to-toe in lululemon gear and work out with the company’s digital products.

“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,” said lululemon CEO Calvin McDonald.

“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.”

To bring its footwear line to life, lululemon utilized its extensive body of research on how women shoppers uniquely move and want to feel, the company noted. The research helped the brand identify the right set of materials and construction methods that helped it better tailor its shoes to women’s needs.

Looking ahead, the company also has plans to take an insight-driven approach to rolling out a men’s footwear collection in 2023.

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