Amer Sports develops its brand portfolio – divests Suunto to Liesheng 

Jan 10, 2022 By Amer Sports team 4 min read

Amer Sports and Liesheng − a leading Chinese technology company focusing on the smart & sport wearables electronics segment − have agreed on a transaction in which Amer Sports divests Suunto to Liesheng.   

Amer Sports’ strategy is to focus on developing internationally recognized sporting-goods brands within the lifestyle, apparel, and footwear segments, shifting more business to D2C (direct-to-consumer) channels, as well as enhancing its presence in large markets such as China and the US. 

“We see tremendous potential with all of our brands. Suunto, as a manufacturer of world-renowned sport watches, dive computers and precision instruments, is not in the core focus of Amer Sports. After a careful review, we have concluded that an owner such as Liesheng, with its foundation in technology and R&D, is desired to unlock the full potential of Suunto. We believe that this transaction is a good fit for all parties,” says Michael Hauge Sørensen, Chief Operating Officer of Amer Sports. 

Founded in Guangdong, China in 2015, Liesheng is an innovative global consumer-electronics company with its  products being sold in more than 100 countries around the world, and serving tens of millions of users. It is ranked top globally in the wireless audio field and has successfully developed the consumer electronics brand Haylou. Liesheng has also continued to explore consumer healthcare, IOT and big data.  

With innovation at its core, Liesheng obtained the national high-tech enterprise certification in China in 2017. It has an extensive R&D team in which some 60% of its employees operate. Liesheng’s annual investment in R&D also far exceeds the industry average. 

“The acquisition of Suunto is an important part of our growth strategy, and we see great synergies between the two companies. As a global consumer-electronics company, Liesheng offers Suunto unique technological advantages in product development, centralized sourcing, and access to wider international markets, especially in Asia. For Liesheng, Suunto offers access to new markets and product categories, in addition to Suunto’s strong brand heritage,” says Ma Hao, Chairman of Liesheng. 

Liesheng has indicated that Suunto will continue to run its operations from Vantaa, Finland and Suunto’s brand, products, services, business relations and employee statuses will remain unchanged after the transaction.  

“Suunto has developed into an iconic global brand in outdoor sports and adventure under the ownership of Amer Sports. I’m excited to start the next phase of our journey and join forces with Liesheng. Our operations complement each other well, with no overlapping products and markets. Having a focused and successful wearables-industry player as Suunto’s owner will help power Suunto’s growth and broaden our shoulders in innovating fit-for-purpose products for outdoor adventures,” says Heikki Norta, CEO and Brand President of Suunto. 

The closing of the transaction is subject to authority and other required approvals and fulfillment of certain commercial conditions. The parties have agreed not to disclose the transaction details. The transaction is expected to close in the first half of 2022. 

Rothschild & Co acted as financial advisor and Avance as legal advisor to Amer Sports. 


Media inquiries: 

Anu Sirkiä
Vice President, Communications at Amer Sports
Tel: +358 50 568 8638
Email: anu.sirkia (at) 

About Amer Sports
Amer Sports is a sporting goods company with internationally recognized brands including Salomon, Arc’teryx, Peak Performance, Atomic, Suunto and Wilson. Its technically advanced sports equipment, footwear, apparel, and accessories aim to improve performance and increase the enjoyment of sports and outdoor activities. Amer Sports’ business is balanced by its broad portfolio of sports and products and a presence in all major markets.

About Liesheng
Founded in 2015, Liesheng has grown into a global consumer electronics brand enterprise, with its products being sold in more than 100 countries around the world, and serving tens of millions of users.

With the vision of “Redefining Intelligent Life”, Liesheng continues to explore intelligent life scenarios and is committed to improving everyone’s life quality via data. As a fast-growing and highly creative global enterprise, Liesheng always views technological innovation as the core driver of its business, with R&D personnel accounting for 60% of its employees. It has two R&D centers, which are located in China’s Shenzhen and Dongguan, and is soon to build its southwestern headquarters in the city of Chongqing to gather excellent scientific talents in various fields.

Liesheng has successfully developed Haylou, a consumer electronics brand, and has continued to explore and innovate in healthcare, IOT, and big data in order to build brand new intelligent and healthy lives for its consumers.

About Suunto
Suunto stands for adventure. Pioneering exploration has been in our DNA since 1936, when the Finnish orienteer Tuomas Vohlonen set out to create a more accurate compass, and subsequently invented a new method for manufacturing liquid‐filled compasses. Today Suunto is at the forefront of design and innovation for sports watches, dive computers, and instruments used by adventurers all over the globe. Suunto’s headquarters and factory are in Finland. We are part of Amer Sports along with sister brands Salomon, Arc’teryx, Peak Performance, Atomic and Wilson.