As 2025 comes to a close, industry leaders reflect on an unpredictable year and share their focus for 2026. Arc’teryx SVP of Brand Marketing Karl Aaker, who joined the North Vancouver, B.C.-based brand in 2021 with a decade of experience at Nike and Lululemon, provides insights into the brand's resilience and growth.
While much of the broader outdoor industry faces challenges, Arc’teryx and its parent company Amer Sports have reported significant growth across all segments and regions in 2025. Arc’teryx achieved 31% revenue growth in the third quarter ended Sept. 30, driven by ongoing retail and geographic expansion. Amer Sports projects revenue growth of 23% to 25% for the fiscal year.
What was the most important business lesson you learned in 2025?
Karl Aaker: This year showed me that resilience is at the heart of great leadership, which depends on staying true to your core values. Like everyone in the outdoor community, we experience both joy and loss. These moments humble us and remind us of what matters most.
When things are hard or uncertain, people don’t just look to brands for products; they seek authenticity, community, and connection. This year reinforced that staying true to our values is non-negotiable and must remain central to every decision.
What are your greatest concerns looking ahead to 2026?
Karl Aaker: At Arc’teryx, we are grateful for exceptional growth, but with that comes the responsibility to remain true to our purpose and original mission. Rapidly evolving while staying authentic is a challenge I take seriously and one of the things I love most about this job.
What are you investing in/optimistic about for 2026?
Karl Aaker: Looking ahead to 2026, I’m incredibly excited about the progress and real investments we’re making toward building a circular business. We look forward to sharing our vision for the future and inviting our community to join us on this journey toward a more sustainable outdoor industry.
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