Guys Go Nuts For Lululemon's ABC 'Anti-Ball Crushing' Pants, Sales Surge

It's said the way to a man's heart is through his stomach, but Lululemon Athletica is quickly finding out that the way to his wallet is by focusing on his family jewels. Get your mind out of the gutter, we're not talking about anything illegal here, just a pair of pants that offer a bit more breathing room with a very simple albeit effective promise -- they won't crush your balls. Seriously.

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.

ABC Pant

"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.