By Marko Orenius, Director, Digital Business Platform, Amer Sports Digital Services Amer Sports is a world-leading sporting goods company with internationally recognized brands and is a manufacturer of apparel and equipment for athletes around the world. Digitalisation is now impacting the sports industry and consumer expectations of service, at both the retail and individual training level. Amer Sports views the coming disruption as an opportunity and is building capabilities to compete in an omnichannel marketing environment. Therefore, sports equipment IoT development is a high investment priority. Digital identities are at the core of this change and technology is allowing a new enterprise architecture to emerge. The way forward requires distinct thinking in the areas of privacy, security and scalability.

1. Amer Sports and Digital Disruption
Transitioning our business to new value creation
Connected Devices & Digital Services / Marko Orenius / 21 November, 2017

3. Amer Sports in brief
23 November 20173
• Net sales 2,6 B EUR (2016)
• Personnel 8,526
• One of the leading sporting
goods and outdoor companies in
the world
• Strong brand portfolio
• Positioned to benefit from long
term trends
19%
15%
17%13%
11%
14%
6%
5%
Net sales by business (2016)
Footwear
Winter Sports Equipment
Apparel
Fitness
Individual Ball Sports
Team Sports
Cycling
Sports Instruments

4. 23 November 2017 Amer Sports Company Presentation4
OUR TRADITIONAL BUSINESS MODEL

5. ECOM
++%OF BUSINESS
OMNI -
CHANNEL
73%USED MULTIPLE
CHANNELS
NO POD
=
NO BUSINESS
RESEARCH
ONLINE
BEFORE
PURCHASE
PEER TO
PEER
92% READ PEER
REVIEWS IN
PURCHASE
CONSIDERATION
#1 SHOPPING EXPERIENCE

6. NO SILO BETWEEN
SPORT AND LIFE
SPORTS
EXPERIENCE
ADVENTURE
PERSONAL JOURNEY
#2 PRODUCT USE
SOCIAL &
COMMUNITY
BELONGING IS
A KEY DRIVER
ERA OF
MULTI-SPORT
MIX & MATCH
FREE PLAY
OUTDOORS
IN THE CITY
BY 2020,
2/3
OF THE
POPULATION
WILL LIVE
IN A CITY

7. New era for the sports industry – business transformation
Omnichannel retail is the new normal – rebuild systems
Co-creation of value with the consumer – service design

8. TRAINING LOAD
REST & RECOVER
PROGRESS
SMART TRAINING INSIGHTS
TRAINING LOAD, REST & RECOVERY, PROGRESS, PLAN

9. CONNECT
EDBASKE
TBALL
3-2-1 HE SHOOTS. HE SCORES!
THE MOST EXCITING GAMES ARE USUALLY WON IN
THE FINAL SECONDS. THE WILSON X CONNECTED
BASKETBALL PUTS YOU IN THE GAME WITH FUN APP
MODES THAT CRANK UP THE PRESSURE.
WITH THE BIG SHOT IN YOUR HANDS DO YOU HAVE
WHAT IT TAKES TO STEP UP AND BE CLUTCH?

10. 10
Consumer Database Marketing Automation Analytics
Identity & Access Management
Digital Identity
Preferred partners
Own retail Stores
Own eCommerce
Connected
Devices
Services
Physical
Touchpoints
Digital Presence
3rd party
Products &
Services
Connected Products & Services Engagement-based marketing User profiling to sell more
11/23/2017
Digital Business Platform
“it all starts with identity”

11. Mountains of data streaming
from personal IOT devices
and shopping patterns
connected to digital identities
Security and Privacy are
paramount to consumers
We want to become capable,
trusted guardians of sports
related data for our customers

12. Precor connected gym equipment
45,000 consoles in 3,000 locations in 79 countries
9M exercisers annually
12 11/23/2017

14. The enterprise architecture
needs a re-design and rebuild
Cannot and should not be
done by ourselves – need
capable technology partners
Regulation and geographical
limitations add to the
complexity already today
Big Data is the new value
driver and sits at the core

15. ACME Inc: Future State Architecture
Shopper/Consumer
Behavioural Data
Channels Email
Mobile
Apps
SMS
Phone White Mail
Broad
cast
Print
Media
Social
(Tracked)
Social
(Other)Inbound
Outbound
Brand
Sites
In
Store
Execution/
Engagement
Marketing Systems Customer Service Systems
Supporting
Functions/
Operations
Data
Agency Solutions
Apps & IoT
Online Stores
Connected
Devices
Customer Brand/Product
Loyalty
Programs
Email
Management
Audience
Management
Mobile Push
Campaign
Management
Technology Force.comFuel
Case
Management
Knowledge
Management
CTI
SLA
Management
Loyalty Management
Workflow & Approval Apps
IoT Apps
Social
Monitoring &
Engagement
Journey
Builder
Predictive
Intelligence
SAP ERP
Middleware – ETL, SFTP
Landing Pages
Reporting/
Analytics
Marketing Cloud
Reporting
Services Analytics
Salesforce Reports &
Dashboards
Web Analytics
Integration
Collaboration Chatter Communities Agency Collaboration AppsSearch SharePoint Connect
Salesforce Connect
Wave
Closed Loop Digital Marketing
Core Consumer
Datastore
Group
Messaging
Heroku
3rd Party
Sites
DMP
Security SSO Social Sign On
Identity
Management
Roles Permissions
GDSN/GS1
Self
Service
Portal
Commerce
Catalog Management
Order Management
Fulfilment
Consumer & Customer Relations and Services
Enterprise DW
External Content
Other 3rd Party
integrations
Content Management eRetailing Marketing Operations Product Management
Web Syndicated Availability
Ratings &
Reviews
Price
Monitoring
eRetail Analytics
Marketing Resource
Management
Master
Catalog
Master Data
Management
Product Lifecycle
Management
Pricing
Management
Sitecore OpenTextKruxJanrain
Sharing Encryption Audit
Single Consumer View
WCMS
Content Delivery
Site Management
SharePoint
SharePoint Files/SitesSalesforce Files
Marketing Cloud API’s App API’s
Magento
and/or
Hybris
Content

16. The future business opportunity is
in digital ecosystems from
omnichannel marketing to IOT
devices by creating lifetime value
for the consumer
Sharing of data between consumers
and companies needs orchestration
to allow for value chains to form
Consumers are just about ready for
the future and we need to work to
get there soon