Outdoor firm's success fuels expansion
With proven record in trail running, apparel seem as next growth segment
Amer Sports Inc, a global sporting goods conglomerate behind brands such as Arc'teryx, Salomon and Wilson, reported robust growth for fiscal year 2025, driven by solid performance from its outdoor divisions.
Salomon, a leader in outdoor performance gear, delivered a strong year with 35 percent growth, surpassing the $2 billion sales mark globally in 2025, contributing to a strong finish for the company, according to its latest financial results released on Tuesday.
"We delivered 27 percent revenue growth and over 150 basis points of operating margin expansion in 2025, with double-digit growth across all segments, regions and channels," said James Zheng, CEO of Amer Sports.
The company's performance in China was particularly noteworthy. In the fourth quarter of 2025, Amer Sports saw a 41.8 percent year-on-year increase in sales, reaching $544.2 million. For the full year, the group's Chinese revenue surged 43.4 percent, totaling $1.86 billion.
This growth underscores the increasing appetite for premium sports and outdoor gear in the Chinese market.
"We believe our unique portfolio of technical sports and outdoor brands is very well positioned for strong and profitable growth within the premium sports and outdoor market, which continues to be one of the healthiest segments across the global consumer landscape," said Zheng.
Salomon, in particular, has emerged as a key growth driver within Amer Sports' portfolio. In 2025, the brand saw very strong double-digit sales growth in the Chinese market, driven by both sportstyle and performance, as well as strong growth in apparel, according to the fourth quarter 2025 earnings call.
The brand's store count in the Chinese market increased by nearly 100 in 2025, to reach a total of 286 stores. In the fourth quarter alone, the company opened 33 net new Salomon shops in the country. In 2026, Salomon expects to continue expanding its store count, but at a more moderate rate adding about 35 net stores in total.
Expanding network
In China, Salomon's expansion into both first and second-tier cities has fueled the brand's growth, with particular strength in its footwear and apparel categories.
As part of its broader strategy to tap into China's rapidly expanding outdoor sports market, Salomon recently opened a new flagship store in Chengdu, Sichuan province, located in the southwestern region of the country known for its scenic outdoor destinations.
The brand plans to deepen its connection with Chinese consumers by offering high-performance gear for hiking, trail running and skiing.
"We aim to encourage more outdoor enthusiasts in this region to visit and engage with our brand," said Yin Yi, general manager and vice-president of Salomon China, in an interview at the store launch in Chengdu. "Our expansion into western China is critical and we are committed to broadening our service network to support growing demand."
Yin said Salomon is laser-focused on increasing its presence in high-potential commercial districts, particularly in first and second-tier cities, adding that the expansion will prioritize urban centers where the demand for outdoor activities is surging.
Trail running has emerged as a key focus for Salomon's growth in China, with the brand carving out a dominant position in the outdoor sneakers category. "The core consumers for Salomon in China are typically between the ages of 25 and 35," Yin said.
Building a community
Salomon's rapid growth in China is powered not just by quality products, but by building a community so as to better reach a broader consumer base.
"We're not just selling products; we're creating a community," Yin said. "By offering training programs, hosting events and engaging outdoor enthusiasts, we're building lasting relationships with our core consumers."
Salomon has already grown its audience in China from fewer than 100,000 four years ago to nearly 10 million today. The brand aims to triple this number by 2030 through its events, partnerships and community initiatives.
Trail running is increasingly popular among general runners in China. According to the "2024 China Trail Running Big Data Report", the number of trail running events in China reached 505 in 2024, a significant increase from just 65 events a decade ago.
The sport has gradually evolved from a purely competitive running event into a lifestyle, attracting both international and domestic brands such as Hoka, Nike All Conditions Gear, The North Face and Kailas to invest and build events and communities in the country.
Trail running however, has a higher barrier to entry. It requires runners to possess stronger capabilities compared to typical road runners, needing them to have the strength and stamina necessary for uphill and downhill running, often on unforgiving terrain. Additionally, it comes with higher costs, including for various types of equipment.
One of Salomon's pushes into trail running is reflected in its "Go Wild" community initiative, which helps road runners transition to trail running by offering specialized training programs. The brand's approach makes trail running more accessible to newcomers, breaking down barriers with targeted coaching on uphill, downhill, elevation gain and cardio training. The brand's Go Wild events also include "First Trail" and "First 100K" initiatives, designed to cater to both newcomers and seasoned runners.
"Trail running used to seem daunting, especially with races often spanning 70 kilometers or more," Yin explained. "But with our golden league, we focus on mid-distance races of 25-50 km, making the sport more approachable for local trail runners."
Long-term strategy
The company is betting on a comprehensive running portfolio — road-to-trail shoes, road-to-gravel shoes and outdoor sneakers for urban runners who hop between surfaces. An example is its S/Lab Phantasm 3, a road racing shoe that promises advancements in cushioning, aerodynamics and lightweight design.
Salomon is also eyeing apparel as its next major growth segment. In 2026, Salomon will introduce a new premium apparel line that combines performance and style, including its first high-end running apparel series, Falcon Fly. The line will cover multiple sports categories, with a particular focus on running, and will feature advanced outdoor fabrics like rain resistance, windproofing, insulation and quick-drying materials.
Beyond running, Salomon is positioning itself to capitalize on the future growth of skiing, which is still in its early stages in China.
"By 2030, skiing in China will enter a new dimension," Yin said, pointing to Salomon's diverse snow sports range, including skis, snowboards, boots and apparel, as proof of the brand's long-term commitment to this market.
Salomon has also been curating some of the world's must-visit hiking routes, with plans to expand its hiking events both domestically and internationally. This year, the company will host several outdoor adventures, reinforcing its positioning as a full-spectrum outdoor sports brand.
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