These “Stories of purpose and values” shine a light on several of our employees who embody our purpose and values in their everyday actions.
In this collection, we focus on our purpose of “Elevating the world through sport”. From courts to slopes, from cities to mountains, and everywhere in between, we inspire people to explore and experience the joy of sports, and lead better, healthier lives.
Meet Corrine, Ray, and Luca who champion our purpose of “Elevating the world through sport”.
Corrine Zhou
Associate Brand Marketing Director, Salomon, China
Sport has always been a way of life for Corrine. A passionate snowboarder, she joined Amer Sports three years ago, but it wasn’t until she started working for Salomon that she found herself drawn to a new discipline: trail running.
“I was curious,” Corrine says. “At first, it was about understanding the brand better. I wanted to know why people run in the mountains, play in the mud. So I tried it—and then I fell in love.”
That initial curiosity turned into a passion that has shaped not only her lifestyle but also her approach to work. Through trail running, she’s gained a deeper understanding of the outdoor community, the mental and physical benefits of movement, and the power of sport to bring people together.
“When you’re on the mountain, there’s a moment that truly belongs to you. It’s this balance—disconnecting from the noise of daily life and reconnecting with something bigger—that keeps me coming back.”
Through trail running, Corrine has met new people, strengthened friendships, and influenced others to take up the sport. “People see your passion, and they want to try it, too. It’s amazing how sport can bring people together.”
Her advice to others? Start small and explore. “Find what excites you, take small steps, and let it become part of your life. You’ll be surprised at how much it can change your perspective.”
Ray Berens
General Counsel – Americas, Amer Sports, US
Ray’s approach to sport mirrors his approach to business: play, compete, and always put the consumer first.
“We’re told as kids that we should go out and play,” Ray says. “Frankly, it’s the best part of life. Play elevates us. I can’t imagine my life without sports, because when I’m not working, I’m playing. And to work in an industry that helps people play is one of the greatest things that’s ever happened to me.”
But for Ray, play is also about competition. “The best memories of my life are from competition. Tennis, golf, basketball, baseball—almost all of my friendships were built through sports.”
His competitive nature carries over to work. “As a lawyer, you need to have the same mindset as an athlete—dedication, focus, and a drive to get the best outcome. Whether it’s litigation, negotiations, or contracts, we’re not just practicing law, we’re helping our business stay ahead in the marketplace.”
Ray also challenges his team to embrace a consumer-first mindset. “Group functions sometimes forget that we are part of the bigger picture. Whether in legal, IT, HR, sustainability, communications, or finance, you’re helping our brands create the best possible experience for the consumer.”
Over his 37 years with Amer Sports, Ray’s work has left a lasting impact. Having played a key role in major acquisitions—including Salomon, Arc’teryx, Demarini and Louisville Slugger—he takes pride in seeing how these brands have grown and thrived. “That’s what it’s all about—improving products, staying ahead of the competition, and creating the best experience for consumers.”
Luca Valentini
Senior Director, Corporate Strategy, Amer Sports, Germany
Sport is about the transformative power it has on both the body and the mind,” explains Luca.
“Of course, there’s the visible change—your body adapts, you get stronger. But what I’m really drawn to is the mental transformation. Running, skiing , or playing tennis , bring a sense of rhythm that sharpens my focus. The rhythm of movement clears my mind and allows me to be more present, more effective, and, ultimately, a better version of myself.”
Luca’s role in the Strategy team is all about enabling Amer Sports’ Brands to reach more consumers, allowing them to enjoy the transformative power of sport .
“Our promise to consumers is simple: to provide the best products, at the right time, and with the best shopping experience. My work is about enabling business development — helping our brands expand their presence, excel in distribution, and ensure that our products reach those who need them.”
Skiing holds a particularly special place for him. “Every time I ski in the Alps, I’m reminded of why I love this sport. But since I joined Amer Sports , the connection is even stronger. When I see Atomic skis, Salomon boots, an Arc’teryx or Peak Performance outfit on the slopes, I don’t just see gear—I see the impact of my work. I feel like I’m part of something bigger, enabling people to connect with nature, challenge themselves, and experience joy.”
For Luca, sport offers lessons that extend beyond the slopes. “Whether you’re training for a marathon or just going on a casual ski trip, the discipline of preparation builds resilience, focus, and a sense of purpose that carries over into everything you do. And that’s the gift of sport—it transforms you in ways you never expect.”
