1. What do you think of UA’s approach to innovation? Would you expect to see this type of innovation in an athletic wear company? Explain.
  2. What do you think UA’s culture might be like in regard to innovation?
  3. Could design thinking help UA improve its innovation efforts?
  4. What is your interpretation of the company’s philosophy posted prominently over the door of its design studio? What does it say about innovation?
  5. What could other companies learn from the way UA innovates?