UA’s main Challenge—For too long, UA has stayed true to its original

UA’s main Challenge—For too long, UA has stayed true to its original brand/identity as the leader in performance-enhancing apparel and sportswear innovation. However, in doing so, it has overlooked major trends toward fashion and athleisure wear.
Competitive advantage—refers to factors that allow a company to produce goods or services better or more cheaply than its rivals. These factors allow the productive entity to generate more sales or superior margins compared to its market rivals.
–Wedge theory: to create a bigger wedge between the cost of production and the customer’s willingness to pay than your competitor
Competitive dynamics—the study of interfirm rivalry constituted of competitive actions and responses, their micro- and macro-level context as well as their antecedents and consequences