These Anti Ball-Crushing Pants Are Real — And Helping Drive Lululemon's Sales
Lululemon’s ABC Pant “provides you and the family jewels room to breathe.” (Photo: Lululemon)
The activewear company known for its butt-lifting yoga pants is stretching to reach another demographic: men. And it’s doing so with pants with some extra room in the crotchal region.
The brand opened its first men’s-only store in New York in late 2014, and according to Bloomberg Business, experienced sales growth last quarter attributed to its ABC (Anti Ball-Crushing) Pant.
But these pants aren’t just targeted at men. They’re actually far more specific than that. They’re targeted at men’s crotches. Lululemon says the pants are meant to sit comfortably at the hips and wick away sweat, while the “engineering gives you and the family jewels room to breathe.”
Just a brief glance at the comments section of the ABC Pants on Lululemon’s site shows it’s got fans. “I am on my way to pick up a new pair and will never leave them behind again,” says one commenter. It seems as if the pants can be worn in a range of settings, from the beach to the office. If you’re worried about colors, they come in four shades. However, many of the sizes are already sold out.
Men, we want to hear from you — is there a need for yoga or athletic pants with extra room down there? Or is this all just good marketing? Tell us in the comments (and while you’re at it, share your best workout pants recommendations)!
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