Costa, Luís AlmeidaOliveira, Mariana Costa2022-06-142022-06-142022-01-252021-12-17http://hdl.handle.net/10362/139942This work project describes Under Armour’s efforts to create and sustain superior value in the global sportswear market. It is intended to be used in masters and executive education Strategy courses. Following the guideline of the field lab, a case study about the market situation and the firm is presented. We proceed with a literature review to discuss theoretical concepts. This is followed by ananalys is, where the theory is applied to the case of Under Armour. A focus will be placed on the company’s footwear segment. Exclusively secondary sources were used.engStrategySustainable competitive advantageFootwearSports apparel and footwear industryUnder armourDisruptive strategies for value creationConnected fitnessmaster thesis202998207