Specialized-Lululemon women team

  
Humm...
Don't know what to think of this... Check it out!

Notoriously not a big fan of road cycling, I find this interesting nonetheless. For a while now, I have been trying to understand what Lululemon see in this new venture. Are they really trying to attract female cyclists to their brand? Or what else?

Anyone who has ever stepped into a Lululemon store knows how big of a stretch this is: it is a master split to perform.

Yep, I agree, cycling is on the rise... Yet their last two attempts at targeting the cycling community were major flops. This is how I got my Batwoman kit almost half price, remember? And this, in spite of the fact that a great deal of yoginis and yogis do cycle around (here in Montreal).

So...? 

Lululemon is a very "girly" brand. Ok, not girly in a pinky marshmallow way. In a "inspirational", fulfillment seeking, self-realisation, lovey-huggey kumbaya way. It is very "Yin" despite all the achievement talk.

Road cycling and all, that's very "Yang". Yeah, I know they host running clinics and man! Hot yoga is *NOT* all that "Yin"...

Still, something is off. They can't even attract men as a market: the male line is incredibly anemic and has been so for years, despite several attempts to spice it up. Their previous "commuter" lines were fiascos, contrary to their recent ballet line which sold like hot dogs. And now we are to believe they are into road cycling... Female road cycling... Are they really that many, seriously? More than the troves of dance ladies desperately waiting for Lululemon to actually launch a stable and permanent line of basics? Pllllease!! We (almost) see as much Lulu as Sansha in dance studios nowadays... All yoga and running gear...
And assuming they really are enough road cycling ladies, do they need yet another cycling brand, what with all the Pearl Izumi et all already on the market? Why should Lululemon hop into a battle for a market that is foreign while turning its back on a captive one? Go figure!!!
Maybe they are assuming their cycling venture will turn out to be similar to their running venture?

Anyways...

Well, good luck to them. Hope it works out...