Amer Sports $AS Alternative Data Overview | TickerTrends.io

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Ticker: $AS
Sector: Outdoor Equipment

Company Description

Amer Sports is a global conglomerate renowned for its portfolio of world-class sports and outdoor brands. The group boasts a diverse range of 10 brands, the most well known including Arcteryx, Salomon, Wilson, Peak Performance, and Atomic. With a workforce of 11,400 employees, Amer Sports’ products are made available in 100+ countries worldwide. The company places a strong emphasis on sustainability and its Nordic roots, driving its mission: “Inspiring consumers in their effort to live healthier and more sustainably lies at the heart of our business.”

The Brands

Arcteryx

Over the past year, the Gorpcore aesthetic has surged in popularity, with Arc’teryx emerging as the face of this trend. Originally centered around hiking and outdoor activities, the fashion featuring rainproof and durable materials has expanded globally to urban settings. This style is now seen across diverse locations and demographics. For instance, young adult women in Nordic countries have adapted the trend to blend wellness and workout styles with everyday clothing, while men in London often pair Arcteryx jackets with baggy jeans for a streetwear look. Arcteryx initially broke into the urban sector with their iconic beanies and rain jackets. That being said the rest of their products remain very popular among people who aren’t just wearing it for fashion but instead for functionality in outdoor sports.

The trend’s origins trace back to travel influences, like Jay Alvarez in 2015/2016. Since then, the style has evolved, with content creators sharing fashionable, breathtaking posts in nature. Unlike the fast-fashion industry, which thrives on micro trends, brands like Arc’teryx maintain a different approach. Despite influencers driving the trend, many are genuine hikers and outdoors enthusiasts. Their focus remains on high-quality, sustainable, and long-lasting products, making Arcteryx a hallmark of the style. By building consumer trust around these values, they are able to charge premium prices that enthusiasts are willing to pay. The logo has also become a status symbol despite the lowkey designs, resonating with those who value fashion but with a down-to-earth ethos. For example, on their viral beanie the logo is blown up to span the whole hat to then appear only as a pattern, and their jackets feature only a small, yet recognizable, logo.

The company also started to expand into footwear this year, launching their first collection of three shoes. Ovidio Garcia, Arc’teryx vice president of footwear, said, “I would say it is a very big milestone, but we also view it as the beginning. This is not the destination. This is the beginning of what we are aiming to build and what we are doing with our brand.”

Amer Sports successfully went public in February, capitalizing on its strong annual revenue growth. Arc’teryx has been a significant contributor to this success, with its technical apparel segment experiencing a 45% growth in 2023. The brand is also expanding its retail footprint, planning to open 30 new stores this year and potentially reaching over 500 stores globally in the future. Amer Sports’ revenue continued its upward trajectory, increasing by 13% in Q1 to reach $1.2 billion. The technical apparel segment saw a 44% growth during the quarter, again largely driven by Arc’teryx.

Salomon

Much like Arc’teryx, Salomon has become an integral part of the Gorpcore aesthetic. Their most popular shoe, the XT-6, exemplifies this trend with its chunky, hiking-inspired design available in a wide array of colors. Despite its rugged, outdoor appearance, the XT-6 has permeated the mainstream fashion scene, appealing to a diverse audience across various demographics. This trend largely stems from the chunky dad shoe craze initially popularized by New Balance. However, Salomon shoes offer a distinct aesthetic with their unique design elements, giving them an edge in the market.

Salomon’s influence extends beyond footwear. The brand has seen increasing popularity in its clothing and gear lines, particularly within the growing running community composed of individuals in their 20s to 30s. This audience is drawn to Salomon’s high-performance apparel that merges functionality with style. The brand’s running vests, for instance, are a prime example of this appeal. The vests not only align with the Gorpcore trend but also serve practical purposes for long-distance runners, contributing to their rising popularity.

Moreover, Salomon’s commitment to innovation and quality has solidified its reputation. The brand continues to develop new products that meet the demands of both outdoor enthusiasts and fashion-forward consumers. Collaborations with high-profile designers and limited-edition releases have also helped maintain its relevance and appeal in the competitive market. For example their recent collaborations include Maison Margiela, L’Art de L’Automobile, Palace, all of which target a fashion forward crowd.

In terms of Salomon’s contributions to Amer sports, “Revenue increased 6% to $400 million driven by mid-teens growth in Salomon soft goods, which was led by Asia Pacific and Greater China. By geography, Outdoor Performance revenue increased in Greater China, Asia Pacific, and EMEA, which was offset by a decline in the Americas.”

Wilson

By now, most people have felt the impact of the tennis and pickleball boom, whether through purchasing athleisure outfits for the aesthetic or being invited by friends to play. These sports have surged in popularity across all age groups, a trend accelerated by Zendaya’s movie Challengers. This rise also aligns with the old money and preppy aesthetic, driving fashion trends and influencer content around these sports.

As a long-established and trusted brand, Wilson has become the go-to choice for many consumers looking to buy rackets. The recognizability of the Wilson logo plays a significant role, as first-time buyers often seek out legacy brands with strong identities. Wilson’s brand identity is further enhanced by collaborations with luxury companies like Saint Laurent, Kith, and Bape, which attract newcomers and fashion enthusiasts alike. Beyond its appeal to new players, Wilson maintains its reputation by sponsoring top professionals such as Roger Federer, Stefanos Tsitsipas, and Grigor Dimitrov, reinforcing consumer trust in the brand.

Wilson’s clothing line has also seen a surge in popularity, riding the wave of the athleisure trend. Following a rebrand in 2022, their apparel has gained significant traction this year, in line with the rising interest in tennis and pickleball. The combination of Wilson’s legacy, high-profile athlete endorsements, and strategic collaborations has positioned the brand at the forefront of this sports-driven fashion movement.

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