Lululemon Athletica (LULU  ) recently revealed its adding footwear to its range of athletic apparel, taking on competition with other sportswear companies like Nike (NKE  ) and Adidas (ADDYY  ).

The company will release its very first women's running shoe, Blissfeel, which will be available to buy beginning on March 22 in select locations in China, North America, and the United Kingdom. The approximate retail price will be $148, be offered in ten different colors, such as black, white, gray, light pink, neon green, or electric red, and will also be available for purchase online.

"Footwear is the natural next step for us to expand and apply our long history of innovation in fit, feel and performance, and it represents an exciting moment for our brand," said Lululemon CEO Calvin McDonald in a press statement. "We are entering the footwear category the same way we built our apparel business-with products designed to solve unmet needs, made for women first."

Lululemon considers itself to be one-of-a-kind in its vision with regards to how it presents athletic apparel. It deems itself as highly innovative, particularly since the company chooses to maintain focus on not just the shoes, but on the people who choose to buy and wear them.

Lululemon takes a close look at the specific ways in which women desire to look or feel, and considers this to be a strong asset to the way that it conducts its business. The way that Lululemon conducts its business has been designed to cater to women first.

According to the company, most shoes are made for men first and then molded for women based on the men's initial model. Sun Choe, Lululemon's chief product officer, has stated that, since the company takes women and the model of their feet into account before men, it has reversed traditional company values in what she refers to as a "paradigm shift."

"We saw a real opportunity to take our Science of Feel philosophy around feeling your best to perform your best into the footwear category to support the [customer] head to toe," said Choe.