Costa, Luís AlmeidaMohr, Zelda2022-07-282022-07-282022-01-252021-12-17http://hdl.handle.net/10362/142553This work project describes UA’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 field lab’s guideline, a case study with an industry overview and information about the discussed company is presented. Afterwards, we continue with a literature review to discuss theoretical concepts. This is followed by a case analysis, where the theory is applied to the case of UA. A focus will be placed on the womenswear market. Exclusively secondary sources are being used.engStrategySustainable competitive advantageSports apparel and footwear industryUnder armourDisruptive strategies for value creationWomenswearMarket segmentationmaster thesis203021410