Amer Sports(US:AS) 第一财经·2025-09-24 13:55Core Viewpoint - The article discusses the ongoing controversy surrounding Arc'teryx, a company that claims to be environmentally friendly while facing criticism for its actions, particularly related to a recent fireworks event that has sparked significant backlash [3][4]. Group 1: Company Performance and Market Reaction - On September 22, Amer Sports (parent company of Arc'teryx) saw its stock price drop nearly 10% in pre-market trading, closing at $35.27, down 5.82% from the previous trading day, and continued to decline by 2.75% to $34.30 on September 23 [6]. - Despite the recent stock price fluctuations, Amer Sports' stock has more than doubled since its IPO at $13 per share last year, indicating strong performance prior to the controversy [6]. - Major shareholders, including FountainVest Partners and Chip Wilson, have begun to sell off their shares, with FountainVest reducing its stake by 35 million shares for approximately $1.3 billion, while Wilson sold over 4 million shares for about $159.7 million [6][7]. Group 2: Brand Image and Product Quality Concerns - The controversy has raised questions about Arc'teryx's brand positioning as a luxury outdoor sports brand, with critics suggesting that the company has lost sight of its original mission to provide quality products [9]. - Prices for Arc'teryx products have been increasing significantly, with reports of price hikes in Japan of up to 25% in 2023 alone, leading to dissatisfaction among long-time customers who feel the quality has not improved alongside the price [10][13]. - There has been a notable increase in consumer complaints regarding product quality, with over 3,000 complaints related to issues such as shoes delaminating and jackets losing their logos, indicating potential weaknesses in the company's quality control and customer service [13][15].