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.
Data-Driven Women's Ultramarathons
lululemon's FURTHER Ultramarathon Includes a Research Program
Trend Themes
1. Female Endurance Performance - Exploring the performance potential of women in endurance sports and developing products specifically for them.
2. Data and Scientific Research in Sports - Using scientific research to drive product innovation and development in sports equipment and apparel.
3. Women-centered Athletics - Creating initiatives and programs that focus on the female experience in sports and promoting female athletes as role models.
Industry Implications
1. Sporting Goods - A focus on product development and innovation in the sportswear industry to better cater to women athletes.
2. Sports Science - Using scientific research and data analysis in sports science to better understand female endurance performance and potential.
3. 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.