Outdoor brands refine strategy in tough market
By Jessica Robe
WTiN explores how Rossignol, Peak Performance and Royal Robbins are leveraging heritage, technical innovation and circularity to drive growth.
Key takeaways
- Rossignol enhances its offering across both footwear and apparel, catering to trail running and freeride skiing, respectively.
- Amer Sports’ Peak Performance has released a consumer-facing circular jacket following its ISPO Award-winning Helium Loop Anorak.
- Following a new strategy shift in recent years, Royal Robbins is doubling down on its core soft outdoor categories suited for hiking, climbing and lifestyle uses. As a means to differentiate in a crowded market, it has developed Mosquito Protection Technology to bolster its soft outdoor offering.
WTiN’s recent sentiment analysis of the sports & outdoorwear sectors indicates continued challenges for the industry. Among the hurdles, continued trade and tariff fluctuations are encouraging brands to inflate prices to soften blows to the bottom line, including the likes of Nike and Adidas.
Of course, rising prices are not unique to the activewear space; steadily increasing costs across all aspects of life are leaving many global consumers with weakened spending power.
In the face of rocky market conditions, WTiN examines strategic launches from three outdoor brands as they leverage their outdoor heritage and technical prowess to reach new and existing audiences.
Rossignol
Profile
Owned by Swedish Altor Equity Partners, Rossignol Group contains a portfolio of snow sport, outdoor and lifestyle brands, including Rossignol, Alpine Life and Dynastar [1].
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