Lululemon’s new “Further” initiative, announced this week, is set to include product launches and events celebrating human possibility and how far women can go when they’re supported with resources and product innovations. To mark the launch, Lululemon released its first-ever road-to-trail running shoe, Blissfeel Trail, a continuation of the brand’s 2022 debut running shoe, Blissfeel.
On June 2, ahead of Global Running Day, Lululemon will launch a three-week Strava challenge for community participants to run a collective 1 million kilometers. Lululemon’s Centre for Social Impact will make a $1 million contribution to the Girls Opportunity Alliance. The initiative will culminate in a six-day ultramarathon that begins on International Women’s Day 2024 and will include ten women from Lululemon’s global ambassador collective.
“Women are historically underserved when it comes to opportunities to compete, research devoted to the pursuit of their goals, and product innovations built with them in mind,” said Nikki Neuburger, Chief Brand Officer. As such, in partnership with Canadian Sport Institute Pacific and its research network, Lululemon plans to conduct a series of research studies to better understand female endurance performance and human endurance performance in general. Additionally, head-to-toe product kits, including new apparel and footwear innovations focusing on women, will be developed in partnership with the athletes.
Of the initiative, Neuburger adds: “We see it as an opportunity to better serve women, solving for their specific unmet needs. With Further, we aim to inspire belief in what is possible for women when they’re supported with resources typically reserved for men.”
