Industry Press Release

Amer Sports Welcomes Mike Lawson As National Sales Manager For A2 Brands


Portland, OR (June 19, 2012) — Amer Sports is pleased to announce that Mike Lawson has joined the team as the national sales manager of the A2 brands Bonfire, Salomon Snowboards, and Nikita. Lawson will operate out of Amer Sports Portland Design Center, located in Portland, Oregon.

Lawson joins A2 from Southern California where he served as the national sales manager for Emerica and Altamont at Sole Technology. During his time at Sole Tech Lawson was instrumental in increasing sales, brand awareness, and developing key brand strategies.  

Brad Steward, VP of A2 brands commented, “Mike is a huge add-in to our team. He’s a solid business leader and has a clear understanding of the brands, sport, and culture. I am very pleased to have him on board.”

As sales manager, Lawson is charged with the development and performance of all national sales activities for Bonfire, Salomon Snowboards, and Nikita. He will play a key role in the direction of the go-to market strategy and develop retail relationships that represent each brand’s values as authentic rider-driven companies.

“I am truly excited about joining Bonfire, Salomon, and Nikita’s incredible team of talent,” said Lawson. “All the ingredients are there; brands that bleed quality, heritage, and performance, and a team who is passionate about what they do everyday.”

Lawson’s background in action sports is tried and true during his 15-plus years of experience, he has held numerous industry positions in retail, product development, inside and outside sales, and sales management. His most recent experience within the footwear and apparel business will bring new insight, direction, and invaluable assets to the A2 team. 

Bonfire Snowboarding has been handcrafting quality-riding gear for nearly a quarter century at the base of the Cascade Mountain Range. In an industry filled with uniformity, we pride ourselves on being unique. Our product is finely tuned for you built to withstand winter’s danger and its delight, and always Tailored To Destroy.

Salomon Snowboards has been building and designing innovative snowboards, boots and bindings since 1995 from Annecy, France with marketing headquarters in Portland, Oregon. We challenge the status quo, push boundaries, and critically damage preconceived notions of what riding gear can be. Ride It For Real, Get Loose and once and for all  Slay Boredom.

Nikita is an Icelandic clothing brand, founded by its head designer Heida Birgisdottir and friends in a tiny skate/streetwear store in Reykjavik 10 years ago. Nikita’s headquarters and flagship store are Reykjavik/ Iceland but the clothing is available in around 1500 cool stores in 30 countries, and through some online dealers as well.