Guys Go Nuts For Lululemon's ABC 'Anti-Ball Crushing' Pants, Sales Surge
They're called ABC pants, short for anti-ball crushing, and they've been engineered to give a man's nether region the airspace it needs to live freely. But why stop there? ABC pants are also outfitted with "sweat-wicking Warpstreme fabric" to help feel fresh all day long. We're not making this up, folks.
"They’ve been able to give the man a clearer message," Oliver Chen, a New York-based analyst at Cowen & Co., told Bloomberg in an interview. "As they add to the assortment, it feels overall more masculine, it feels like it has a better focal point."
As comical as it may sound, Lululemon is the one laughing, all the way to the bank. The company's ABC pants are directly responsible for driving a 16 percent growth in same-store sales last quarter, according to Chief Executive Officer Laurent Potdevin.
That's just the tip of the iceberg. Lululemon sees a $1 billion opportunity in focusing on lifestyle solutions, which goes beyond the groin area. The company offers clothes for men's workouts, commutes, and the office.