For over 25 years, Lululemon has expanded its product portfolio to cater to people with active lifestyles. A wide range of athletic apparel for yoga, running, training and hiking as well as tennis and golf are now available at its first store in Thailand at CentralWorld.
The Canadian company started with yoga wear that allows unrestricted movement when performing poses. Today, the Align collection designed for yoga features the weightless and buttery-soft Nulu fabric with sweat-wicking and four-way stretch.
Finding technical fabrics for other activities, Lululemon developed product experiences to solve unmet needs based on the "Science Of Feel" philosophy.
"There are two parts to the Science Of Feel. First, the functionality -- how does a product perform? When you're doing yoga you don't want to feel anything. Accordingly, the Align pants give the Naked Sensation for comfort as well as performance. Secondly, the mentality -- when you feel good, you want to do more and perform better," explained Gareth Pope, senior vice-president for Asia Pacific.
Engineered with flexible fabrics along with a unique construction technique, the Tight Sensation gives the feeling of support to muscles for any workout.
The Hugged Sensation with consistent compression can be experienced through tight-fitting silhouettes made with Luon and Luxtreme fabrics.
In addition, the Science Of Feel gives men comfort and freedom of movement through pants featuring anti-ball crushing, or ABC, technology that uses an ergonomic gusset to remove tension from the crotch of pants.
"We recognised people wearing Align pants in their daily lives and began offering more lifestyle products. The proprietary performance-based fabrics are used to make casual wear with understated designs. It's always functionality and performance that people come back for," said Pope.
The new Lululemon store embodies the "Sweatlife" concept for fitness enthusiasts to come together as a community while the Get Into It campaign provides Thai guests with community experiences that prioritise overall wellness.
Co-owner of Iron Hive Gym, Tripob Laoudom has been named its first Thailand ambassador. Fitness influencer, Miss Universe Thailand 2020 Amanda Obdam, and wellness advocate Kunamas Pornpratharnwech will also engage communities and contribute to product testing and development.
"With the opening of our first store in Bangkok, we look forward to connecting with Thai guests and fostering a vibrant community that aligns with our core values, helping people elevate their potential and feel their best," said Pope.
