Last year, lululemon’s footwear collection changed industry standards with an entire category designed for women first. Now on International Women’s Day, lululemon, in collaboration with longstanding regional partner Majid Al Futtaim Lifestyle (MAF), has brought the revolutionary blissfeel 2 shoes for women to the Middle East, along with the Restfeel slides for both men and women.
The new footwear was announced during a launch event at Rixos The Palm Dubai Hotel & Suites on March 8. Designed with a better fit and feel to support women as they go further on their runs, blissfeel 2 – now available in-store and online across the UAE, KSA, and Kuwait, in six different colours – maximises support for the female foot, sporting a smooth and seamless new upper for increased comfort and tuned foam cushioning that softens landings and springs you forward.
Other new elements include a layered textile that contours around the foot, a 3D-moulded midfoot panel that adds stability to every stride, and a seamless support frame that extends through the heel to create a sensation of being ‘cradled’ during runs.
Guests can also look forward to exclusive colour drops throughout the year at www.lululemon.me, or test the shoes before buying them at the lululemon mobile store during its road show from March 11 – 18, at the Warehouse Gym, Dubai and Volt Fitness and 321Sports, Abu Dhabi.
We are delighted to announce that the much-loved blissfeel shoes and Restfeel slides will now be available across the Middle East, exclusively at lululemon retail stores and regional e-commerce platforms. This marks yet another milestone for Majid Al Futtaim Lifestyle in the region, especially considering that the Middle East is among the first EMEA markets to stock blissfeel 2,” said Fahed Ghanim, CEO of MAF Lifestyle. “This reflects the relevance of this market for global brands and addresses the growing interest in health and wellbeing here, especially among women. We are pleased to support and encourage women to achieve new goals and go further than ever on their runs.”
Mirna Abdel Sater (@mirnabdelsater), fitness trainer and lululemon UAE run ambassador, said: “lululemon’s blissfeels are truly revolutionary for women. By considering the very specific ways that our bodies move, these shoes are the ultimate choice to help women go the extra mile – whether that’s during their workouts, or even during the day-to-day. I’ve already tested them, and I can confidently say that they are taking my runs to the next level!”
Also supporting the launch is UAE-based chiropractor and self-love advocate Tamara G (@drtamzyg), along with Saudi trainer, entrepreneur, and mom-of-three Rawan Zahran (@rzhealth), and Kuwaiti athlete Fatemha Al-Failkawy (@runwithf).
On the other hand, the Restfeel slides for men and women are designed to ease the wearer into recovery mode following workouts, with dual-density cushioning, foam lining, and heel-to-toe rubber traction to enhance the slide’s grip.
Historically, most shoes are designed for and tested on men, then adapted and adjusted for women. This approach overlooks the fact that female feet are shaped differently, with an overall narrower heel / foot, wider forefoot-to-heel ratio, and a higher arch.
For lululemon, this presented an opportunity to create footwear that solved for women’s unmet needs and addressed how they move. Coupling 20+ years of research around designing for the body in motion with the latest in 3D data, industry research, and materials technology, the brand entered the footwear category with an entire collection of shoes made for women first, not women also.
The blissfeel 2 thus offers the standout features that have become synonymous with lululemon running shoes, offering the ideal balance between fit, feel, and performance – as the brand recognizes that feeling your best, means performing your best.
Footwear in-store and online availability
- UAE: Dubai Mall and Mall of Emirates
- Kuwait: Avenues Mall
- KSA: Red Sea Mall (Jeddah)
- Also available online in the UAE and KSA on lululemon.me
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