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.

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 unlock the full potential of our brands and our people, respond to consumer needs, and exceed expectations.​

The Amer Sports strategy builds on our heritage and on the choices we have already made.

​Our vision is to become the global leader in premium sports and outdoor brands. Our brands are best-in-class market-shaping leaders that set the standard for quality, performance, added value, and brand experience.

We want to be a positive force in the world and build a sustainability culture that will encourage all of us to think bigger, go further, and be better. We will continue to demonstrate accountability and transparency throughout the value chain, from supply to sales. ​

We attract and unite the best consumer-minded people in our industry to inspire all to explore and experience the joy of sports and lead better, healthier lives.

We will grow globally through

• Continued market leading product innovation
• Growing brand awareness globally
• Optimizing tailored, consumer focused go-to-market strategies
• Expanding geographic footprint in large markets with high consumer demand
• Driving profitability through gross margin expansion and operating leverage