- Industries
BrandsLaunch and accelerate your mobile channel growth
GamingStay ahead of the latest mobile gaming trends
FinanceInform investment and strategic decisions
Publishers & Ad TechIdentify and target the best leads for your solution
- Sensor Tower
Ad IntelligenceStreamline campaigns with network and creative data
App IntelligenceBuild mobile growth with key competitive analysis
Consumer IntelligenceAnalyze granular, true-to-life mobile usage data
Store IntelligenceGenerate deep insights with accurate app store data
Usage IntelligenceMap industry-based spend across digital ad channels
Integrations & APIImprove the way your application talks
Game IntelligenceDrill down into mobile gaming strategies
- Pathmatics
PathmaticsReveal insights about your market, competition, and customers
DashboardMarketing intelligence that helps marketers make smarter decisions
ConnectDigital ad intelligence data to power your systems, tools, and models
Retail Media InsightsSee how your competitors are investing in retail media networks
- Audience Insights
Audience InsightsTarget audiences based on what they actually do.
SENSOR TOWER · SEEMA SHAH · JANUARY 2024
Amer Sports Tees Up IPO
Amer Sports plans to go public in the US in 2024 with a valuation of around $8.7bn. As the economy improves, IPOs are expected to increase, but analysts are cautious about which brands will perform well. Sensor Tower data can be used to examine Amer Sports' advertising spend and marketing strategy.
Key Takeaways:
Arc’teryx, the technical apparel arm of Amer Sports, has the highest percentage of US ad spend in 2023 (~45%) amongst the company’s brands, while also having one of the highest increases in spend, up 125% YoY
Notably, the brands with the highest increase of spend in 2023 are brands with smaller niche specialities, like ENVE, a bike-components brand, and Peak Performance, another technical apparel brand, as both brands saw US ad spend increase 950% YoY and 300% YoY, respectively. However, US ad spend for both of these brands is still incredibly small, accounting for just 1% of Amer Sports’ spend
Wilson, and its subsidiary, Louisville Slugger, had the slowest growth in US ad spend for 2023, rising only 35% YoY and 15% YoY, respectively. This is particularly surprising given that Wilson’s revenue mix is heavily dependent on US sales, accounting for 70% of the brand’s revenue
In 2023, Wilson’s US ad spend did increase slightly during 4Q23, accounting for ~40% of its overall spend throughout the year, while spend stayed fairly consistent from 1Q23-3Q23. Wilson’s 4Q23 US ad spend was driven by fall sales as summer sports started to wind down prompting material discounts and sales promotions on outdoor sports equipment as the season ended
Filtering Wilson’s US ad spend through creative text by sport finds that golf received the highest percentage of spend in 2023, accounting for ~40% of US ad spend in 2023. This was likely driven by higher inventory of golf products, as golf-related keywords only accounted for 8% of spend in 2022
In 2022, basketball was allotted the highest percentage of spend across all sports, at 45% and is the second most-popular sport by US ad spend in 2023 with ~30% of spend, as Wilson is promoting its recent global partnership with the NBA
For more information, request the full report from reports@sensortower.com.
