Lululemon announces new FURTHER Initiative
©Lululemon
Lululemon recently announced a new initiative – FURTHER – that celebrates human possibility and demonstrates how far women can go when they’re supported with resources and product innovations typically reserved for men.
The six-day FURTHER ultramarathon is expected to include 10 women from the brand’s global ambassador collective, spanning APAC, China, and North America, including five new Ambassadors: Camille Herron, Devon Yanko, Leah Yingling, Stefanie Flippin, and Montana Farrah-Seaton. Each will run the furthest distance of their career with the opportunity to set world records. The feat will take place on a certified looped course with the location to be announced.
In partnership with Canadian Sport Institute Pacific and the brand’s research network, lululemon plans to conduct a series of research studies to better understand female endurance performance and human endurance performance in general. Women are typically under-represented in scientific research; an audit of select sports science and sports medicine journals found only 4 to 13% of published studies were female only(1). This new body of research is intended to address the limited knowledge about female athletes while bringing awareness to the need for additional research.
FURTHER will also include a holistic scientific research program addressing the existing sex and gender data gap on endurance performance, new women-first product innovations, community activations, and a giveback component to support young women.
