Amer Sports Taps Tommy Hilfiger Expertise to Strengthen Arc’teryx Leadership

Arc’teryx professionalizes its organizational chart to face its next phase of expansion. The company has created the position of Chief Brand Officer, (CBO) an unprecedented role in its structure. The new position has been entrusted to Avery Baker, the former president and brand director of Tommy Hilfiger, with the aim of organizing and reinforcing the global brand strategy.

In her new position, the executive will report to CEO Stuart Haselden and will be responsible for branding, marketing and communications, as well as driving a specific team focused on consumer experience. She will be responsible for aligning product and storytelling and reinforcing Arc’teryx’s positioning in its main categories, from snow and trail to climb, in coordination with global and regional teams.

The move comes as the company explores growth opportunities in North America, Emea (Europe, Middle East and Africa), Asia-Pacific and China. In parallel, Arc’teryx has added Tobia Prevedello, from Celine, as head of the Emea region, in a reinforcement aimed at gaining consistency in regional execution.

In a context of geographic expansion and increased brand visibility, Arc’teryx is seeking to consolidate a common thread that connects product, discourse and expertise without diluting its technical DNA. From management’s perspective, Baker’s appointment is a step towards reinforcing the brand’s coherence on a global scale, keeping performance and design at the core.

Arc’teryx places brand and expertise at the center of its roadmap

The new brand director plans to relocate to Vancouver in summer 2027. Her tenure at Tommy Hilfiger spanned 24 years and ended in 2023, during which time she was involved in the relaunch of the global women’s business and the development of new commercial activation formats linked to the runway.

In the Emea area, the company highlighted Prevedello’s experience in leading complex regional organizations and his knowledge of diverse consumer dynamics. The executive has positioned the region as a lever for deepening customer relationships and scaling a performance-driven premium brand in a measured way.

These moves come in addition to other recent reinforcements at the top, with additions in areas such as merchandising and in the Veilance division, in a process of fine-tuning the team before accelerating in different markets.

Arc’teryx is controlled by Amer Sports, a Finnish holding company that also owns brands such as Salomon, Wilson and Atomic. The group closed the third quarter with a turnover of $1.75 billion, 30% more than in the same period of the previous year, and a profit of 146.4 million, more than double.