Lululemon, a sports brand, enters the running shoes market: Can accurate positioning blow a whirlwind?

Lululemon was founded in Canada on 1998. Its predecessor, Westbeach Snowborad Ltd, mainly sells skiing and surfing clothes. The transfer to the field of yoga that we see now also benefited from a short story of its founder Chip Wilson in yoga class.

Wilson likes all kinds of sports, from football to swimming to yoga. High-intensity exercise all the year round has brought great pain to his back.

At this time, yoga became popular in Europe and America, so Wilson tried yoga. In a yoga class, he found that everyone's training clothes were not close to the body, and the fabric was not soft enough. A little stretching would show meat.

This made Wilson, who has a keen business sense, discover the vacancy in the field of yoga professional clothing, and lululemon was born.

I bought yoga pants in their house twice before, and the quality is very good. After wearing them for two years, they still keep their shape. Their pants are very friendly to women with thighs and are very fat-proof, so it makes sense that lululemon is expensive, but they are of good quality and high value and are deeply loved by women.

Lululemon shoujia branch

Lululemon, a Canadian sports brand founded in 1998, has been hinting at plans to launch a running shoe. Finally, on the day of International Women's Day, lululemon released the first running shoe Blissfeel at the press conference held in Skylight Modern, new york. This shoe is specially designed for women, and the men's model will be launched in 2023.

Lululemon Blissfeel is developed through years of material research and experiments, and is specially designed for the anatomical and biomechanical characteristics of female feet.

For example, lululemon found through research that the dorsiflexion angle of female ankle joint is generally 8 degrees, while that of male ankle joint is 15 degrees, which is a biomechanical difference between the two sexes.

This is a training shoe, designed to balance, buffer and give back energy.

At the same time, this shoe has 10 color matching options to meet the diversified aesthetic needs of women.

According to lululemon's publicity, this shoe took four years to develop and was specially made for women.

This running shoe provides women with a better fit and sense of wearing. Its comfortable upper is like a seamless extension of the foot, and the foam cushioning of the midsole can effectively cushion the impact on the ground and provide appropriate rebound at every step of running.

The basic parameters of this shoe are as follows:

Category: neutral cushioning

Weight: 25 1g

Heel toe drop: 9.5mm

Thickness of midsole: 32.5mm

Price: 148 USD

Judging from the above parameters, this is a pair of neutral shock-absorbing training shoes, with good weight control, but a large heel drop.

Among them, the sole design is unique, and the cushioning and rebound material also adopts foaming material, which provides good cushioning and rebound performance while reducing weight.

The anti-skid performance of the outsole should be very good in design.

The upper looks breathable.

The other three lululemon models, named Chargefeel, Strongfeel and Restfeel, will be released in the summer of 2022.

Among them, lululemon Chargefeel is designed to meet the cross training of gym fitness and outdoor running at the same time, and there are two options: low waist and middle waist.

From March 22nd, Lululemon Blissfeel will be sold online and in some retailers in North America, Britain and Chinese mainland, and female runners in China will be able to feel the running shoes for the first time.

Lululemon is a new sports brand with the strongest development momentum in recent years, and its products have expanded from yoga to outdoor sports. Lululemon is widely praised and expensive.

In particular, lululemon cooperated with the Canadian Olympic Committee to bring a unique costume design to the Canadian Winter Olympics delegation and made a splash at the opening ceremony of the Beijing Winter Olympics.

Will lululemon's new running shoes be the winner?

We will wait and see!

# Topic discussion

What do you think of lululemon's new running shoes?

Will you buy it?