Amer Sports (AS) CMD 2026 summary

Strategic vision and growth roadmap

• Targeting $3 billion in revenue and 30 million pairs of shoes sold by 2028, driven by five strategic pillars: amplifying Sportstyle, winning in Europe, accelerating in Greater China and APAC, breaking through in North America, and elevating organizational capabilities.

• Sportstyle, especially the XT-6 franchise, is positioned as a unique entry into the $200 billion sneaker market, with significant traction among younger and female consumers.

• Expansion in China has been rapid, with store count growing from under 100 in 2024 to 350+ in 2026, all profitable and highly productive.

• North America is in early stages but showing strong momentum, with seven stores opened and partnerships with major retailers.

• The brand is leveraging omnichannel strategies, focusing on epicenter cities for concentrated investment and brand heat.

Product innovation and category strategy

• Footwear is the core, representing 70% of sales, with a focus on performance (outdoor, trail, all-terrain running) and Sportstyle (now 40% of sales and the largest growth driver).

• Product innovation is driven by the S/LAB, athlete partnerships, and a pipeline that translates high-end technology into scalable consumer offerings.

• Apparel and bags are emerging as the next growth block, with plans to expand head-to-toe offerings and reinforce leadership in hydration vests.

• The brand maintains leadership in winter sports equipment, holding a 13% global market share and leading in all disciplines.

• Product excellence, sustainability, and premiumization have led to a 1.4x price increase and doubled profitability over five years.

Regional and channel development

• EMEA remains the largest region, with a balanced B2B/B2C mix and a focus on premium partners and full-price stores.

• Greater China is the fastest-growing D2C market, with localized products and a strong focus on premium retail and digital channels.

• APAC has shifted from winter sports to softgoods, with omnichannel growth and a doubling of store count planned.

• North America is accelerating, with a reset wholesale strategy, curated retail expansion, and epicenter-led marketing in cities like NYC and LA.

• Omnichannel approach is tailored by region, with D2C at scale in China, premium B2B in Europe and North America, and digital flagship investments globally.