Summary

With the emergence of the hyper-competitve environment within the apparel industry，retailers are pushed to adapt customer-centric innovations to achieve sustainable future growth and reach a targeted level of market share. Women are a profitable extended market group to Under Armour while the development of the new product line and digital skills establish a hyper-connetion between the brand and the intended market. Meanwhile，a well-managed supply chain is crucial to be harnessed to delievering an exclusive value to the customer. To deliver on its values and business philosophy, Under Armour needs to demonstrate sustainable innovation.