Core North American Market? Under Armour's performance since 2016 and its stated outlook for 2020 represents a stunning reversal of the company's prior performance. The case presents the challenge of assessing the reasons for the sudden and unexpected performance drop-off and the company's prospects for a successful turnaround. What happened at Under Armourwhy did the company's performance fall off so quickly in North America? How big a jam is the company in? Does management have a good plan for turning things aroundwhy has the attempted turnaround in North America take so long? Before completing these exercises, be sure to read the Under Armour case