In the footwear industry, shoes are often designed for men first. Women are an afterthought. Brands will design an innovative new model, custom built to suit the needs of men, and then it’s downsized with a brighter colour slapped across and called a women’s shoe. This practice massively underestimates the purchasing power of what is, logically, 50% of the total market. Lululemon has recognised that. Now, they’re capitalising on it.
Lululemon is one of the world’s most-worn performance apparel brands, but they’ve previously shied away from footwear. Notwithstanding a foray into women’s shoes in 2022, which were only available in overseas markets, the brand has preferred to hone its existing products. But that will change with the announcement of a new collection of footwear that will hit Australian shelves on March 19th.
What do we know about the new collection?
Lululemon’s new collection features a range of six distinct styles—including running and casual shoes—and represents a vast expansion of the brand’s offering, with the aim of catering to a wider, fitness-obsessed Australian market. Speaking to Women’s Health, Lululemon’s Senior Vice President of Footwear, Simon Atkins, revealed that Lululemon footwear coming to Australia was inevitable. “Lululemon has a long history with Australia. It’s only logical, given how active this market is, that we would expand into footwear,” Atkins said.
Creating footwear designed to meet the needs of both men and women was a crucial factor in the development of the new collection. “When we looked at the footwear industry as a whole, what we saw was a disservice to the female market,” Atkins said. “Most performance footwear is made primarily through the lens of men and then downsized for women. We wanted to take a different view of that, built from the ground up.”
What’s unique about the Lululemon footwear collection?
The footwear market is a crowded space. To separate their shoes from existing options, Lululemon adopted a user-first approach while developing its new collection, with the goal of creating purpose-built shoes that cater to the morphological differences between men and women—an uncommon practice in the footwear industry, according to Atkins. “If you talk to any other footwear company, they would generally show you a shoe and then say it’s available in men’s and women’s,” Atkins said. Instead, while Lululemon’s men’s and women’s range appears aesthetically similar, the shoes feature a variety of minute differences to suit the needs of users.
These aforementioned morphological differences were determined through a meticulous research process, which included one million foot scans. “When we look at foot morphology and biomechanics, we see those differences and then we design the product accordingly,” Atkins said.
To see that innovation in action, look no further than the Beyondfeel running shoe, which features a number of “visible and invisible differences underneath the hood,” Atkins said. The most striking of which are differences to underfoot grooves on the outsole, which are designed to benefit the varying running styles of both men and women. “If you look at the outsole, you can see that the flex grooves are different. For him, he needs more longitudinal stability. She needs a little bit more flexibility, the flex grooves allow for that,” Atkins said.
The same variations are visible in the upper. “On the medial side, the women’s shoe has a support element in the midsole, the men’s doesn’t. She needs a little more support there, so we’ve provided that,” Atkins said. “It’s those nuances that separate Lululemon footwear from other options in the market. Nobody else is doing that, and we’re doing it for all of our performance products.”
Here are some products to wrap your eyes around.
Lululemon Beyondfeel
The Beyondfeel is Lululemon’s flagship running shoe. Both the men’s and women’s versions are engineered with superior cushioning for a more comfortable underfoot experience. While, as Atkins explained, the underfoot flex grooves on the women’s model are designed for increased flexibility around the middle of the foot, ensuring smoother strides and an effortless running feeling.
Lululemon Cityverse
The Cityverse is all about supreme comfort, without sacrificing style. “We often found when speaking to guests and in insight sessions that people want a product that feels as good as it looks,” Atkins said. To achieve that blend, Lululemon has implemented a two-layered cushioned midsole with a contoured insole. “The purpose was to provide all day comfort,” Atkins said.
Lululemon Restfeel Slide
Lululemon is also branching out into recovery shoes. The Restfeel is an elevated slide designed to aid your ailing feet after a high intensity sweat session. Support, stability and cushioning all factor into the Restfeel’s design philosophy, which prioritises a comfortable fit and aesthetic appeal.
Lululemon Beyondfeel Trail
Not all of the Lululemon footwear range will be released next month. Some models, like the Beyondfeel Trail are on their way, but will require a slightly longer wait. The Beyondfeel Trail is a testament to Lululemon’s goal of meeting the needs of all consumers, and those who prefer to take their runs off the beaten path will be suitably catered to. Beyondfeel Trail has enhanced protection from trail elements, directional traction, and a rugged outsole for increased stability.
Lululemon Chargefeel
The Chargefeel is a cross-training shoe available exclusively in women’s varieties. The shoe is designed for adaptability and is suitable for gym training and short runs, meaning you can switch between the motions with ease. A dual density midsole is the highlight of the shoe, providing impressive energy return.
Lululemon Strongfeel
Another shoe designed exclusively for women, the Strongfeel is all about intensity. Made for explosive exercises that involve jumping and cutting, the Strongfeel features a lightweight upper for a secure fit during sharp movements and boosted support. Elsewhere, low-profile cushioning and multidirectional traction make the Strongfeel an all-rounder, delivering enhanced power and stability during any workout.
The new Lululemon footwear collection will be released in Australia on March 19th. New innovations, including seasonal colourways and special materials, will continue to be added to the collection.
