Lululemon Is Becoming a Big Player in Golf
Courtesy of Lululemon
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There’s a reason why Lululemon Athletica is so popular: Its clothing is simply that good. The range of sizes, styles, materials and colors are embraced in a crowded athletic-wear market. Few predicted 20-plus years ago that paying $98 for yoga pants would not only catch fire, but become a worldwide, must-have, active-fashion phenomenon.
Founded in Vancouver, Canada, in 1998, as a design studio by day and yoga studio by night, Lululemon became a household name offering technical athletic apparel for men and women, both for active endeavors and for lounge-time attire.
Since the beginning, the vision for the original Lululemon store was to build more than a place for customers to shop—it was to create a community hub where people could learn and discuss the physical aspects of healthy living, mindfulness and living a life of possibility. It was also important for the company culture to create real relationships with its guests and ambassadors to understand what they were passionate about, how they liked to sweat and help them celebrate their goals. Today, the company instills this same philosophy in 655 stores around the globe.
(Get the best prices on Lululemon gear here)
A sample of Lululemon golf gear.
Lululemon
When Lululemon made its first appearance as an exhibitor at the PGA Buying & Education Summit in August, many people thought it was the company’s first foray into the golf apparel market, but it’s been at it for a while. In 2019, Lululemon signed LPGA Tour pro Lydia Ko to amplify the brand’s athletic gear, which is comfortable to wear on the golf course, just as it has done for yoga, running, cycling, training and other activities. Last year it added the first male golf endorser, J.R. Smith, former NBA player turned collegiate golfer.
With a more concentrated effort to build a “golf community,” Lululemon appears set to slice its way into pro shops and resort boutiques across the country. So what’s the strategy?
“While we’re not currently known as a golf brand, we found that many of our guests complement their fitness activities with golf,” says Christopher Zimmerman, vice president, global merchandising, women’s. “They were wearing a lot of our product on the golf course or at the range. We know a lot of our products offer versatility and can be used for many activities. We do think there is opportunity to design into specific items like golf polos, pants and skirts, and apply our science of a ‘feel’ approach to product creation.”
Currently there’s a small selection of golf specific and hybrid crossover pieces; the real opportunity for expansion will come in select styles that are grounded in Lululemon’s expertise of function combined with the technical attention to fabric details and performance features.
One of the favorite items we put to the test is the women’s Wind-Resistant Golf Jacket that is buttery soft, quick-drying and sweat-wicking, achieved by using a natural additive treatment derived from plant seeds. (Get it here for $49 off) The smooth contrast panels on the sides give the jacket a super flattering fit. Zippered hand pockets with hidden card sleeve, and a zipper garage at the neck top is non-irritating. It’s offered in black, sizes 0 - 14, and soon it will be available in a yummy cream color.
We were also impressed with the Warpstreme Multi-Pocket Mid-Rise Golf Pant, also for women, that has a sleek fit and plenty of pockets to store essentials. (Shop Lululemon's Waprpstreme Pants here) It comes in two lengths, and three sizes, but our favorite stand-out feature is the discreet loops on each side of waistband to attach your golf glove.
On the men’s side, the Utilitech Pull-On Relaxed-Fit Pant is a functional style for on and off course. More roomy through the glutes and thighs, the stretch fabric lets you move freely, and ventilated gusset offer increased mobility and thermal comfort. Zippered hand pockets and a discreet back pocket safely stores stuff. (Buy those Relxed Fit pants here)
For on top, the Water-Repellent Tech Fleece Vest will become every golfer’s essential piece to store in your golf bag. It was designed for hiking, but the fabric is soft and smooth, and the four-way stretch on the outside has a textured, lofty interior for ultimate comfort. Plus it’s water-repellent and wind-resistant, with zippered exterior pockets, hidden phone sleeve, and cinchable hem. (Get $49 off that vest here)
Beyond really great active apparel, Lululemon wants us to know that everything the brand does starts with authentic relationships. It doesn't waver in its desire to empower people to reach their full potential. Its core values of quality, product, integrity, balance, entrepreneurship, greatness and fun are at the heart of its unique company culture.