Mission, vision and values


Amer Sports mission is to provide everyone from first-time participants to professional athletes with the world’s best sports and fitness equipment, footwear and apparel.

Our playing field

We are dedicated to active lifestyles, sports and wellness.

Our ambition

The passion for sports is at the core of our business. Our primary motive is setting and achieving targets and moving beyond our limits in life, business and technology, enabling people to achieve their highest goals in sports and improve their well-being.


Amer Sports people represent a number of nationalities and different cultures. Our shared values support and guide our operations around the world. Success in competition requires the determination to win, team spirit, fair play and innovation.

Determined to win

Strong performance is our core value. Financial success enables continuous development of our brands and products. The determination to win encourages a strong work ethic and high-level performance.

Team spirit

We believe in team spirit and teamwork. We want our team to consist of strong individuals who support our common goals.

Fair play

We play by the rules and we recognize and seek to remedy our faults.


The prerequisite for development is innovation, and the prime mover for innovation is to always question the way we do things.

Read more: Code of conduct


The Amer Sports vision is to be the industry’s leading sports company, fueled by authentic brands that inspire athletic achievement and enjoyment.