# Data-Driven Women's Ultramarathons lululemon's FURTHER Ultramarathon Includes a Research Program By Laura McQuarrie | Published 2023-05-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lululemons-further-ultramarathon References: [businesswire](https://www.businesswire.com/news/home/20230523005888/en) & [shop.lululemon](https://shop.lululemon.com/story/run-further/)  [lululemon's](https://www.trendhunter.com/trends/womens-running-shoe) 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](https://www.trendhunter.com/trends/runner-321), 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](https://www.trendhunter.com/trends/lululemon-split-shift), the brand's first road-to-trail women’s running shoe. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 51% | Activity: 61% | Freshness: 16% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### 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. ## Related on Trend Hunter - [Women's Movement Marathons](https://www.trendhunter.com/trends/every-womans-marathon.md) - [Empowering Ultra Marathon Collections](https://www.trendhunter.com/trends/flora-alpina.md) - [Olympics-Inspired Running Shoes](https://www.trendhunter.com/trends/womens-running-shoe.md) - [Compression-Focused Running Partnerships](https://www.trendhunter.com/trends/motiv-sports.md) - [Stylish Everyday Men's Footwear](https://www.trendhunter.com/trends/lululemon-2.md) - [Female-Focused Walking Challenges](https://www.trendhunter.com/trends/hot-girl-walk-united.md) - [Female-Centric Sport Nutrition Efforts](https://www.trendhunter.com/trends/gender-disparities-in-sports-nutrition.md) - [Premium Lifestyle Apparel Capsules](https://www.trendhunter.com/trends/lululemon-x-erewhon.md) - [Performance-Driven Olympic Athlete Kits](https://www.trendhunter.com/trends/team-canada-kits.md)