lululemon's FURTHER ultramarathon is a new initiative that's launching to explore "how far women can go when they’re supported with resources and product innovations typically reserved for men." This six-day ultramarathon is set to take place on International Women’s Day, March 8, 2024, and it will include 10 women from the brand’s global ambassador collective.
This initiative includes a holistic scientific research program designed to address the existing sex and gender data gap on endurance performance. In partnership with Canadian Sport Institute Pacific, lululemon plans to conduct a series of research studies to better understand female endurance performance, as well as human endurance performance in general.
The announcement of the first-of-its-kind ultramarathon for women was announced by lululemon along with the global launch of blissfeel trail, the brand's first road-to-trail women’s running shoe.
Key Themes Behind This Trend
- Female Endurance Performance
- Exploring the performance potential of women in endurance sports and developing products specifically for them.
- Data and Scientific Research in Sports
- Using scientific research to drive product innovation and development in sports equipment and apparel.
- Women-centered Athletics
- Creating initiatives and programs that focus on the female experience in sports and promoting female athletes as role models.
Where This Applies
- Sporting Goods
- A focus on product development and innovation in the sportswear industry to better cater to women athletes.
- Sports Science
- Using scientific research and data analysis in sports science to better understand female endurance performance and potential.
- Fitness and Wellness
- Increased focus on women's endurance sports in the fitness and wellness industry and creating events and programs to promote women's participation.
