Values and strategy

Inspiring consumers in their effort to live healthier and more sustainably lies at the heart of our business. The Amer Sports values guide our behaviors and our strategy leads the way.

Four values guide our work and help us play by the same rules around the world: determination to win, team spirit, fair play, and innovation.

Amer Sports values

Determined to win

Our determination to win encourages high work ethic and strong performance, which is key to our success.

Team spirit

We believe in team spirit and teamwork. Our team consists of passionate individuals who contribute to our common goals.

Fair play

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

Innovation

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

Portfolio of
12
brands
Global community of
9,700
employees
Products sold in
88
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 wellness, 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.​

Our strategy 2025 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 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 industry and build a sustainability culture that will enable us to go further.