“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. 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”, commented lululemon’s CEO Calvin McDonald.

The brand has reportedly used its know-how of how women move and want to feel to create the collection. Each shoe – which includes the styles Blissfeel, Chargefeel, Restfeel and Strongfeel – was designed to deliver a specific feeling. So, every style includes different upper materials, foam compounds, construction methods and colours to provide the perfect balance of cushioning and support. The first, Blissfeel, is already available online and in selected stores across North America, Mainland China and the UK.

“We intentionally started with women first because we saw an opportunity to solve for the fact that, more often than not, performance shoes are designed for men and then adapted for women”, added Sun Choe, lululemon’s Chief Product Officer. “That didn’t sit well with us. Innovating for women is in lululemon’s DNA - now we’re bringing that same expertise to footwear, and women were part of this journey every step of the way”, she concluded.