YES, Lululemon expanded into the shoe market yesterday selling men’s and women’s APL’s (Athletic Propulsion Labs) – the sneaker of choice for celebrities and the Tone It Up crowd – at 23 of the brand’s North American stores.
“Our brands share a passion for providing products that are technical, innovative, functional, and fashion forward. We continue to invest in delivering the most innovative, quality, functional items for our guests, so now we’re stepping up by providing an APL option to complete a full technical ensemble.”- Celeste Burgoyne, Executive Vice President of Retail, Lululemon America
Lululemon and APL teamed up last November as part of its The More Than Miles Tour testing product across the U.S. and Canada where customers could take Lululemon gear and a pair of APLs for a test run. But this is the first time Lululemon will sell footwear (though the APLs will only be available in select stores and not online).
The APL assortment will vary by location, but shoppers will find the brand’s TechLoom Phantom and TechLoom Pro in various colors, including its signature classic black, white, heather grey, and shades of rose gold and beige.
Lululemon made a smart move getting into the footwear business. In today’s market they are up against high-end competition in the athleisure market from the likes of Bandier and Six:02. (Bandier sells APLs in-store and online. New styles regularly selling out within 24 hours, and the sneakers are available at Saks Fifth Avenue and Net-a-Porter, solidifying their status as high-end and workout-friendly shoes.)
Photos courtesy APL