Strategy

The Amer Sports strategy leads the way.

Inspiring consumers in their effort to live healthier and more sustainably lies at the heart of our business. Our strategy leads the way.

We are in the perfect position to unlock the full potential of our brands and people.

portfolio of
11
brands
global community of
11,400
employees
products sold in
100+
countries
nordic roots with
70+
years of history

Amer Sports strategy

We are riding the crest of two of the most prominent trends of our time: health and longevity, and sustainable consumption. Inspiring consumers in their effort to live healthier and more sustainably lies at the heart of our business.

As an engaged owner of some of the world’s most recognized and respected sports and outdoor brands, Amer Sports is in the perfect position to respond to growing consumer needs and exceed expectations.​

The Amer Sports strategy builds on our heritage and on the choices we have already made. ​Three focus areas are at the core of unlocking our potential:

Winning brands. Our brands are our stars, constantly enhancing the consumer experience and creating thriving communities.

Consumer first. Guided by our consumer-first mindset and direct-to-consumer (DTC) acceleration, our brands meet their communities exactly where they are, in both digital and physical spaces.

Sustainable results. We want to be a positive force in our world and build a sustainability culture that will enable us to go further.

Person jumping outdoors in Peak Performance clothing

Purpose and values

Our purpose and values unite us across brands and geographies, unlocking our collective power to grow and succeed together.​ 

READ MORE

People hiking

Sustainability

We want to be a positive force in the world and build a sustainability culture that will enable us to think bigger, go further, and better. 

Read more