It's particularly important because Under Armour is coming after Lululemon's female customers. Under Armour CEO Kevin Plank has said he wants to make Under Armour's women's division "a t least as large if not larger than our men's business." If Under Armour's women's sector did, in fact, increase to the size of its men's sector, it would completely usurp Lululemon. Of course on this front, a brand that gained popularity as a women's' yoga wear company, "has a lot more work to do in building its brand image with male shoppers," Neil Saunders, CEO of consulting firm Conlumino, wrote in a recent note to clients. That doesn't mean that Lululemon is wrong to go after the men's market, Saunders wrote.