Have you ever wondered how an Alpine ski boot built to perform on the slopes takes shape before it reaches the consumer?
In this episode of Inside Amer Sports, host Lucy Pajala follows our products from creation to delivery, starting at our winter sports equipment manufacturing sites in Romania, then onward to our distribution center in Germany.
From raw materials and individual components to manufacturing, quality control, logistics, and transport, bringing an Amer Sports product to store shelves involves a network of skilled people, precise processes, and technology working together.
Where skilled people bring products to life
At an Amer Sports manufacturing facility in Orăștie, Romania, Alpine boots and liners are brought to life through a combination of high-precision machines and human expertise. Components are checked from the start of production, with automated and manual quality controls throughout the process.
Boot liners begin as soft material that is tested, cut, printed or scarred, and stitched before becoming part of the finished product. It’s work that requires skill, hand-eye coordination and, above all, teamwork.
“Making a liner is a team effort, and all our skills make this beautiful product,” says Camelia Hanganu, Line Supervisor.
In Oradea, Romania, Alpine and Nordic bindings follow an equally rigorous sequence. When components arrive from suppliers, teams check everything from quantities and part numbers to packaging condition and potential damage before the parts enter production. Quality control continues throughout manufacturing.
Because ski bindings are safety products, each piece is tested and checked before leaving the building to see that it functions correctly and meets safety standards. As Lucy notes, “Not one in ten, not a sample. Every single one gets tested before it goes anywhere.” That level of consistency depends on many people performing different roles toward the same goal.
At the distribution center, automated processes keep products moving
From our factories in Romania, products enter Amer Sports’ global logistics network. In Überherrn, Germany, one of our company’s 23 distribution centers connects multiple brands and sales channels with customers throughout Europe and beyond. At this Amer Sports-owned facility, products are received, checked, stored, picked, packed, and prepared for delivery.
Technology helps make these operations faster and more efficient. An automated shuttle system moves items through the warehouse at a scale that wouldn’t be possible with manual processes alone.
“We are able to pull around 100 parcels in an hour with the automation, which we never would be able to do without it,” shares Andreas Woll, Distribution Center Operations Manager.
AI supports planning and operational efficiency by helping teams manage inbound and outbound flows and the documentation needed to coordinate the movement of goods across multiple sites. These tools support rather than replace human judgment: people remain responsible for using the technology well and making the right decisions.
Sustainability is a focus across Amer Sports’ business. At Überherrn, teams continuously look for ways to boost efficiency, reduce waste, and lower energy consumption.
Examples include upgrading the facility’s lighting to LED technology and replacing plastic-based packing materials, such as poly tape, with paper tape where possible. According to Michael Schneider, Distribution Center Manager, the site also operates on 100% renewable energy and is conducting an energy audit to identify further opportunities for improvement.
Quality and consumer focus across the journey
From factory floor to consumer, far more work goes into a single product than is visible in the finished result. People pick, check, assemble, label, pack. and transport products, each contributing their skills and passion along the way. It’s this collective effort that defines a team driven to excellence.
Inside Amer Sports is a video series offering a behind-the-scenes look at the people, places, and experiences shaping Amer Sports around the world.
