This chapter explores the challenges faced by Under Armour, including failed initiatives and shifts in the competitive landscape, while highlighting Dick's Sporting Goods' innovative retail strategies. It emphasizes the importance of omni-channel strategies for big brands like Nike and Adidas and contrasts Dick's focused growth approach with Under Armour's struggles with expanding. The chapter also touches on the strength of the home building market, noting the strategic considerations of home builders and the favorable environment for the industry due to significant underbuild in the past decade.