Atomic becoming the leading brand in winter sports

Atomic, a subsidiary of Amer Group Plc, will launch a new line of Atomic branded snowboards. During the past two years Atomic has been taking steps to systematically build the Atomic brand into a leading brand in winter sports. Building on the success of alpine skis, Atomic branded alpine ski boots were launched in 1997 and Atomic branded alpine bindings in 1998.

In response to the Atomic brand's success, the company has decided to test market Atomic branded snowboards this winter. The products will be testmarketed in the US, the world's second biggest snowboard market with some 400,000 snowboards sold annually. The intention is to launch a full line of Atomic snowboards for the 2000/2001 season.

Oxygen, Atomic's existing snowboard brand, is expected to further boost its strong market position in Central Europe. A completely new range of Oxygen snowboards will be introduced at the sporting goods trade fair ISPO in February 2000. The Oxygen snowboards will feature not only a new design but also a new material, the carbon fibre Hyper Carbon, which has been successfully used in Wilson golf clubs and tennis racquets as well as Atomic skis.

Atomic's global brand strategy has produced good results. The company expects to sell more than 700,000 pairs of alpine skis this year, nearly 90% of which under the Atomic brand. Sales of alpine bindings continue strong and will exceed 300,000 pairs this year. Fuelled by the success of Atomic branded products, the whole Atomic Group will return clearly into the black this year.


Amer Group Plc
Communications Department


Marja-Leena Simola
Vice President, Communications

Tel. +358 9 7257 8306
Fax +358 9 791 385
E-mail: marja-leena.simola@amer.fi

For further information, please contact:
Mr Roger Talermo, President & CEO, Tel. +358 9 7257 8210
Mr Pekka Paalanne, Senior Vice President & CFO, Tel. +358 9 7257 8212