Amer Sports - Company Announcement

Amer Sports strategy update and new long-term financial targets

Amer Sports Corporation
STOCK EXCHANGE RELEASE
September 9, 2010 at 1:00 pm

Amer Sports announces new strategic priorities and long-term Group financial
targets. The strategy defines internal financial as well as synergy and scale
targets for each unit in the Group portfolio. The strategy emphasizes faster
growth in apparel and footwear (softgoods), excellence in consumer-centric
product creation and brand marketing, and strengthening commercial fundamentals
through sales and channel management (go-to-market). Operational excellence
continues to be a key cornerstone. The new financial targets put the focus on
profitable growth and strong cash flow.

The new long-term financial targets are:
  * Growth: Delivering organic, currency-neutral annual growth of 5%.
  * Profitability: EBIT of at least 10% of net sales.
  * Cash flow: Annual free cash flow equal to net profit.
  * Balance sheet structure: Year-end Net Debt / EBITDA ratio of 3 or less.


The cash flow target has been set to synchronize working capital management with
targeted growth and profitability. The Net Debt / EBITDA ratio has been set to
optimize balance sheet structure.

The strategic cornerstones of Amer Sports' development are as follows:
  * Clear portfolio roles and business synergies
  * Faster growth in softgoods
  * Winning with consumers
  * Winning in go-to-market
  * Operational excellence


All business units will be developed with clear portfolio roles implying that
each unit has a specific growth and profitability target with a clearly assigned
role in creating scale and synergy for the company. Most group synergies lie
within the Ball Sports, Winter Sports Equipment and Apparel and Footwear
businesses which are the focus of the group's integration and synergistic
development efforts.

Amer Sports is pursuing faster growth in softgoods by moving to category-based
development across brands to build scale in softgoods R&D, product line
management, sourcing and manufacturing. To ensure local relevancy and winning
with consumers, the group will establish a set-up for local consumer insight and
reinforce global marketing capabilities. Expanding the distribution footprint
both in developed and emerging markets as well as growth in own retail and
e-commerce are the focus of winning in go-to-market. The group will continue to
drive operational excellence, tight working capital management and gross margin
improvement.

Capital markets day on September 10 in New York
Amer Sports will arrange a Capital Markets Day for investors and analysts on
September 10, 2010 in New York. At the event, the new financial targets and the
updated strategy will be discussed in greater detail. Presentations will be
available on the same day at 3.30 pm Finnish time at www.amersports.com

For further information, please contact:
Heikki Takala, President and CEO, tel. +358 9 7257 8210
Pekka Paalanne, Executive Vice President, CFO, tel. +3589 7257 8212
Päivi Antola, Director, IR and Financial Communications, tel. +358 9 7257 8233

DISTRIBUTION:
NASDAQ OMX Helsinki
Major media
www.amersports.com

AMER SPORTS
Amer Sports (www.amersports.com) is one of the world's leading sports equipment
companies with internationally recognized brands including Salomon, Wilson,
Precor, Atomic, Suunto, Mavic and Arc'teryx. All Amer Sports companies develop
and manufacture technically advanced products that improve the performance of
active sports participants. The Group's business is balanced by its broad
portfolio of sports and presence in all major markets. Amer Sports' shares are
quoted on the NASDAQ OMX Helsinki.



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Attachments:

Amer Sports strategy update and new long-term financial targets.pdf