Amer targets action sports for 2012

The parent company of Salomon, Atomic and Arc'Teryx wants to attract more youth consumers in 2012. Amer's strategy relies on an action sports focus.
Author:
Updated:
Original:

The head of Amer Sports, parent to outdoor and wintersports brands Salomon, Atomic and Arc’teryx, said his company needs to a better job attracting the youth market.

The road to that goal in 2012 and beyond is through action sports, Amer CEO Heikki Takala told investors in the company’s annual report, released Tuesday.

“Action sports is a large and dynamic market driven by young people who skate, surf and snowboard, or who are inspired by these activities and by the lifestyle," Takala stated. “This market is becoming one of the key focus areas for us.”

Amer already has moved on the initiative with its December 2011 acquisition of Nikita, a snowboarding-inspired action sports apparel brand, which concentrates on young female consumers. The brand will join Amer’s Salomon Snowboards and its sister Bonfire Snowboarding apparel in the action sports effort.

While the traditional outdoor and wintersports crowd might wince at more action sports industry intrusion, it’s clear that more companies, such as The North Face and now Amer, see the segment as a key entry point to the youth market. Specialty outdoor and wintersports retailers are seeing, if not always picking up on, the opportunity as well — increasingly being exposed to more action sports exhibitors, such as Billabong and Burton, at trade shows like Outdoor Retailer.

The question ahead for both manufacturers and retailers is whether, and, if so, how, action sports can serve as an effective gateway activity to the outdoors.

--David Clucas

Related

Outdoor financial: Amer Sports’ Q4, FY ’10 sales driven by winter/outdoor segment

Boosted by a better economic environment and favorable snow, Amer Sports -- parent of Salomon, Arc’teryx, Suunto and Atomic -- posted a 21 percent bump in fourth-quarter sales. “We drove footwear sales up by 26 percent through strong commercial expansion, we now have 25 percent ...read more

AmerSports_Logo.jpg

Amer Sport’s Mike Adams on the company’s new e-commerce strategy

On Nov. 2, 2011, Amer Sports Winter and Outdoor Americas formally announced a new winter sports equipment e-commerce platform, Ski Link, which will launch in the United States in the fall of 2012. The online purchasing program is designed to showcase Amer winter sports products ...read more

AmerSports_Logo.jpg

Higher apparel, footwear sales save Amer from 4Q wintersports decline

Wintersports sales at Amer Sports, parent to Salomon, Arc’teryx and Atomic, moderated their slide, and a boost in apparel and footwear helped the Winter and Outdoor group report higher sales for the fourth quarter 2012. Amer’s Winter and Outdoor group reported fourth-quarter ...read more

Amer Sports surprises everyone with Salomon purchase announcement

Amer Sports Corporation uncorked a surprise announcement at 12:30 PM Finnish time on May 2 with an announcement that the company had just signed an agreement to acquire Salomon from adidas-Salomon AG. With the acquisition, Amer Sports snaps up Salomon, Mavic, Bonfire, Arc'Teryx, ...read more

AtomicSkisDof

Amer Sports goes gaga for clothing: Atomic to add apparel

Another hardgoods ski brand is entering the apparel market. Earlier this week, Atomic announced that it will launch its first-ever apparel line for Winter 2014/15, following the recent footsteps of fellow ski brands Black Diamond and La Sportiva to get into the softgoods game. ...read more

AmerSports_Logo.jpg

Amer Sports offsets Q1 winter equipment drop with big boost from apparel, footwear

Amer Sports’ Winter and Outdoor segment proved to be diversified enough to survive the weak finish to winter with a 10 percent gain in sales for the group in the first quarter 2012. The Finland-based parent company of Salomon, Arc’teryx and Atomic reported EUR 256.5 million ...read more

Amer Sports acquiring Nikita

In line with Amer Sports strategic priority to grow faster in softgoods, Amer Sports is acquiring Nikita (www.nikitaclothing.com), a snowboarding inspired Action Sports apparel brand which focuses on female consumers. Annual net sales of Nikita is approximately EUR 8 million. ...read more

Financials09sm.jpg

Outdoor financials: Amer 3Q up on early wintersports sales; plus Deckers earnings shine

Amer Sports (HEL:AMEAS) reported robust third-quarter 2011 revenue growth attributed to strong pre-ordering and earlier deliveries of its wintersports equipment and apparel. The Finland-based parent company of Arc’teryx, Atomic, and Salomon reported third-quarter revenue up 20 ...read more

Outdoor financials: Eddie Bauer files for bankruptcy protection, equity firm enters bid; plus Amer Sports

Eddie Bauer files for bankruptcy protection, equity firm enters bid After weeks of rumors to the effect, it's official: Eddie Bauer has voluntarily filed for Chapter 11 bankruptcy protection in the U.S. Bankruptcy Court in Delaware, as well as the Ontario Superior Court of ...read more