Abstract Amour is a company that specializes in sportswear and high-performance apparel. The company has experienced significant growth in market size and revenue generation from the process of sales from different sports gear tailored to suit different user needs. Under Amour operates in a highly competitive environment with Nike and Adidas being the greatest rivals. An analysis of the company operations shows that its strategic issue is reflected in the local market concentration, international market penetration strategies, innovation, and outsourcing production activities, which present significant challenges that need to be addressed to maintain its market leadership. The company’s financial statements indicate significant increases in profits and positive prospects in revenue growth and market expansion due to a broad base of product offerings and distribution networks. By exploiting existing expansion and product development opportunities, the company can increase its revenue base by focusing on the success factors such as using innovation and new technologies, investing in research and development, using strong distribution networks, and applying excellent promotional and marketing strategies. Under Amour could optimize its generic strategy by focusing on product customization to suit different market segments for competitive advantage as well as focusing on its grand strategy by directing its efforts on new product development and international market penetration. Introduction The case study presents a startup entrepreneurial idea that was converted into a business opportunity by Kevin Plank who formed the Under Amour performance apparel company in 1996 (Gamble, Peteraf, & Thompson, 2015). In its earlier years, the company gained a significant market share because of a broadening demand for its wide range of product offerings. By directing its efforts towards achieving its growth strategy, the company gained a wide market share by investing in product offerings for men, women, and the youth. The company has specialized in sportswear and recreational activities leading to superior profitability. The industry is characterized by Nike and Adidas that have a significant market share as well as a threat from new entrants. The company continuously revises its product lines, marketing, promotional, and branding strategies to sustainably remain competitive in the market. To address the problem, the investigation focused on establishing the key strengths which include superior product performance, high-quality products, a broad range of sportswear and footwear products, and a strong brand image in the local North American market as well as international markets, which include European soccer and rugby teams such as the Welsh Rugby Union and Hannover 96 and Tottenham Hotspur football clubs, among others. The goal was to meet the increasing product demands and widen the market share due to the global increase in disposable income and population growth (Babin & Zikmund, 2015). The company used its excellent inventory management systems based on wholesale distributions, direct to customer sales, and product licensing strategies. This underpins the company’s competitive