1. Create a SWOT analysis to understand Under Armour's strengths and weaknesses. Does Under Armour have a sustainable competitive advantage? If so, what is the source? What about Under Armour's evolution and current business strategy may pose problems going forward?
2. Conduct a Value Chain analysis to identify value-creating activities.
3. Determine if the company has a sustainable competitive advantage, supporting your claim(s) or recommending action(s).