Behind the Brands

From Tobacco to Sports Equipment. Amer is one of the few Finnish brand experts. Amer has come a long way, growing from a tobacco factory to a multi-industry conglomerate and back to a single-industry entity. As times changed, so did Amer's portfolio, and today the company is one of the world's leading sports equipment companies. In earlier decades, brands like Koho and Marimekko were part of Amer. Today, Amer's sports brands, such as Salomon, Peak Performance, Atomic, and Wilson, are known worldwide. The book chronicles the evolution and growth of a global brand company, and at the same time talks about a changing world and shifting consumer preferences.