WOW STORY OF THE DAY: Lululemon’s Bold Leap: From Yoga Mats to a $10B Empire Driven by Footwear and Men’s Gear

Updated: November 30, 2025 20:12

Image Source: Forbes

Lululemon has crossed the $10B revenue milestone in 2025, with men’s apparel now contributing 30% of sales and footwear emerging as its fastest-growing segment. Once synonymous with yoga pants, the brand is redefining itself as a global lifestyle powerhouse, expanding aggressively into sneakers, menswear, and international markets.

Lululemon Athletica, the Vancouver-born brand once known for buttery-soft yoga leggings, has transformed into a global lifestyle juggernaut. In fiscal 2025, the company reported revenues surpassing $10 billion, marking a significant leap from its niche beginnings.

The most striking development? Men’s apparel now accounts for 30% of total sales, a testament to Lululemon’s successful pivot beyond its female-centric roots. Even more surprising, the brand’s fastest-growing category is footwear, with sneakers and running shoes driving new customer acquisition and expanding its reach into performance sports.

CEO Calvin McDonald highlighted that while U.S. sales faced challenges, international growth surged 34% year-over-year, particularly in China and Europe. Lululemon opened 40–45 new stores globally in 2025, experimenting with franchise models in Italy, Denmark, and Turkey, and increasing store sizes by 10% to accommodate expanded product lines.

Analysts note that Lululemon’s bold bet on footwear is paying off. Competing directly with giants like Nike and Adidas, the brand has carved out a niche by blending athleisure comfort with performance innovation. This diversification has unlocked billions in new revenue streams and positioned Lululemon as more than a yoga brand—it’s now a full-spectrum wellness and lifestyle company.

Key Highlights & Major Takeaways

Revenue Milestone: Lululemon surpassed $10B in 2025, cementing its place among global lifestyle leaders.

Men’s Apparel Growth: Men’s gear now contributes 30% of sales, reshaping brand demographics.

Footwear Expansion: Sneakers and running shoes are the fastest-growing category, driving billions in new revenue.

International Surge: Overseas sales grew 34% YoY, with strong momentum in China and Europe.

Store Strategy: Added 40–45 new stores globally in 2025, testing franchise models in new markets.

Future Outlook: Positioned to challenge Nike and Adidas in footwear while sustaining athleisure dominance.

Closing Note

Lululemon’s journey from yoga mats to a $10B empire illustrates the power of bold pivots. By betting on men’s apparel and footwear, the brand has not only diversified its portfolio but also redefined its identity. The next chapter could see Lululemon emerge as a global sportswear titan.

Sources: Lululemon Q2 Fiscal 2025 Results – Corporate Press Release, Success Knocks, AInvest

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