Amer Sports buys freeski brand Armada for $4.1m

One of freeskiing’s most iconic brands acquired by one of the industry’s biggest players in surprise sale

Amer Sports – who own brands Salomon, Atomic, Suunto, Arc’teryx and Wilson among others – have announced that they will acquire the US freeskiing brand Armada for $4.1m.

On the chopping block: Armada sold to Amer Sports group

They released the bombshell announcement in a press release this morning:

“Amer Sports Corporation acquires Armada, the iconic US ski brand, with annual net sales of approximately USD 10 million. The acquisition includes the Armada brand, Armada-branded products, as well as intellectual property and distribution rights. The transaction value is approximately USD 4.1 million, of which USD 2.5 million will be settled with cash. Armada will be integrated into Amer Sports Winter Sports Equipment business unit.

“The acquisition enables us to further accelerate especially in the US market where Armada has a solid presence. Further, the acquisition is synergistic, as we have already in the past collaborated with Armada through a joint manufacturing arrangement. We’re pleased to welcome Armada into our portfolio of strong, well-positioned brands”, says Michael Schineis, President of Amer Sports Winter Sports Equipment.

The acquisition has no material impact on Amer Sports 2017 financial results.”

Armada’s new 2017/18 line on display at ISPO. They’ve always been known for innovative shaping and flamboyant graphics | Photo: Matt Clark

Armada is far from a traditional ski company. Where other brands’ roots remained deeply entwined in alpine racing, Armada has revolved around freeskiing since the outset. Founded in 2002 by JP Auclair, Tanner Hall, JF Cusson, Julien Regnier and Boyd Easley, along with snow sports photographer Chris O’Connell, Armada sought to bring the team-based model of skate and snowboarding companies to the skiing world as the first athlete owned and driven independent ski company.

As alluded to in the press release, the acquisition makes sense considering past collaborations between Austrian brand Atomic and Armada, who’s European headquarters is in Innsbruck, Austria – a number of Armada skis were and/or are made in the Atomic factory.

Our Fall-Line ski testers were impressed with several of Armada’s new skis at the recent test event in Kühtai, and we look forward to continued success and innovation in the future.

Matt Clark tests Armada’s new Tracer 118CHX in the Kühtai backcountry | Photo: Will Robson