As 2025 comes to a close, SESO reached out to a wide range of industry leaders for their reflections on an unpredictable year, and what they are focused on for 2026.
Arc’teryx SVP of Brand Marketing Karl Aaker joined the North Vancouver, B.C.-based brand in 2021, bringing a decade of experience at Nike and Lululemon. While much of the broader outdoor industry is experiencing challenges, Arc’teryx and its parent company Amer Sports has reported significant growth across all segments and regions in 2025, with Arc’teryx reporting 31% revenue growth in the third quarter ended Sept. 30 amidst ongoing retail and geographic expansion. Amer Sports is projecting revenue growth of between 23% and 25% in the fiscal year.
What was the most important business lesson you learned in 2025? Â
Arc’teryx SVP of Brand Marketing Karl Aaker: This year showed me that resilience is at the heart of great leadership, which is dependent on staying true to your core values. Like everyone in the outdoor community, alongside incredible joy, we experience incredible loss. These moments have a special way of humbling us and reminding us of what matters most.
When things are hard or uncertain, people don’t just look to brands for the products that they’re selling; they look for authenticity, community, and connection. This year was a great reminder that staying true to our values is non-negotiable and needs to remain central to every decision we make.
What are your greatest concerns looking ahead to 2026? Â Â
Karl Aaker: At Arc’teryx, we are grateful to be experiencing exceptional growth, but with that comes the responsibility to remain true to our purpose and original mission. While rapidly evolving for the future, this is an especially difficult thing to do. It’s 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 very real investments we’re making toward building a circular business. We’re looking forward to sharing more about our vision for the future and inviting our community to join us on this journey toward a more sustainable outdoor industry.
Editor’s note — Don’t miss previously published reflections from:
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
