Redefining the Business of Sports Retail

On a Thursday morning in October, runners gathered in front of the Salomon store in Manhattan’s SoHo neighborhood ahead of the New York City Marathon. They would run from the storefront to Brooklyn and back—a six-mile sprint—before partaking in refreshments and giveaways.

The store opened in 2024 and represents a new paradigm in Salomon’s retail strategy. It reflects a conviction that brick-and-mortar remains a powerful lever to bring in new customers, providing a premium brand experience that creates long-term value. 

A new kind of storefront

From Salomon to Wilson to Arc’teryx, each of Amer Sports’ premium labels has its own direct-to-consumer strategy. Their brand stories and physical locations may differ, but they share an overarching philosophy that synergizes both physical and digital environments—immersing consumers in a way that digital experiences alone can’t do.

“Retail is critical for highly experiential, premium sports and outdoor brands like ours,” says Andrew Page, Chief Financial Officer of Amer Sports. “Our shops are highly profitable and important pillars in our growth story.”

From mountain towns to major cities, stores opened by Amer Sports’ brands are built around communities. They host workshops, training sessions and product trials that bring people together, making shopping more experiential than transactional.

Salomon’s epicenter strategy

Few brands embody that approach more clearly than Salomon, the French sports company that began in the Alps and has evolved into a global mountain sports lifestyle brand. 

According to Salomon President Guillaume Meyzenq, the company has redefined its physical retail through what it calls the epicenter strategy—focusing on a network of flagship stores in major cities including New York, London, Milan, Tokyo and Shanghai.

In 2026, Salomon plans to open up to 10 new stores in the US; develop further into Spain, Germany and the UK; and build on strong momentum in China fueled by its smaller-footprint “compact shop” format. The company is on track to reach approximately 290 shops in Greater China by the end of the year.

“Our stores are community hubs where mountain sports heritage meets urban culture,” Meyzenq explains. “At SoHo, for example, we host weekly running clubs and technical workshops while showcasing our latest innovations in both performance and sportstyle categories. It’s where people can experience Salomon beyond the product.”

Inside these stores, consumers can test gear, meet athletes and participate in events that bring Salomon’s outdoor ethos to city life. It’s a strategy that’s paying off, with conversion rates and average transaction values up by double digits, as well as a growing customer membership program.

Built for long-term growth

Nearly half of Amer Sports’ revenue now comes from direct-to-consumer channels.

For investors, Amer Sports’ New York Stock Exchange listing (ticker: AS) in 2024 reflects the market’s confidence in their model: Amer Sports is rated No. 1 in the Investor’s Business Daily’s 26-stock Leisure Products industry group. The public offering provides the company with capital to continue growing its brands, while highlighting its momentum even in today’s challenging retail landscape.

“Having our brands compared to some of the most iconic names in the sector has helped elevate awareness,” says Page. “The combination of excellent product, elevated retail and disciplined management philosophy truly makes Amer Sports a differentiated portfolio for the long term.”

Back in SoHo, the runners returned from Brooklyn, sweating, smiling and chatting over coffee. The scene captured Amer Sports’ bet on the future: that the best way to grow is to open doors.