Arc'teryx

Objective

Go after full-price buyers rather than promotional volume, hold performance through the off-season, and prove media returns in order to unlock investment budget.

The deployment

The project started with data. The Arc'teryx marketing team cleaned up its conversion signals with the partner Switch until it reached a Google Data Quality Score of 95 percent, then set up first-party data collection across its store network. On that base, it combined three measurement readings: Marketing Mix Modeling for the long effect, incrementality tests to find out whether a campaign generates sales that would not have happened, and attribution to split credit between Search, YouTube and Display. The brand then deployed what Google calls its AI Power Pack. At the top of the funnel, Demand Gen serves visual formats on YouTube, Gmail and Discover to reach people before they actively search, with Lookalike Audiences calibrated to capture full-price customers and not clearance shoppers. At the bottom of the funnel, the case study states that Arc'teryx was the first brand in Canada to connect Product Studio AI to its Performance Max campaigns to produce localized assets in real time. The team built its own method for matching creative to the weather conditions of the market: a hot day in Toronto and a downpour in Calgary do not surface the same gear. Smart Bidding Exploration was then used to widen reach toward broader audiences. The setup earned the brand the AI Marketer of the Year prize at the Google Search Honours Awards in November 2025, where the weather-triggered Performance Max campaign was also recognized in Performance Marketing Excellence. Alphabet cited the case in its second quarter 2026 results for North America and Europe.

Results Proof B

The three quantified sources come from Google or from Google-sponsored content: the 70 percent figure is spoken by Philipp Schindler in the Alphabet earnings call of July 22, 2026, and the 20 percent, 64 percent and 95 percent figures come from a case study published in the Google-sponsored series at Strategy and Media in Canada. No independent source and no Amer Sports financial communication corroborates these figures to date, which holds the entry at the level of a quantified platform case study rather than at the level of a financial result from the brand itself.

1. 1
   Signal overhaul Arc'teryx data team with the partner Switch

   Cleanup of conversion tracking up to a Google Data Quality Score of 95 percent, then rollout of first-party data collection in stores.

2. 2
   Measurement framework Arc'teryx measurement team

   Marketing Mix Modeling, incrementality tests and attribution combined to isolate what each channel actually contributes.

3. 3
   Top of funnel Google Ads AI, framed by the marketing team

   Demand Gen serves visual formats on YouTube, Gmail and Discover, targeted through Lookalike Audiences oriented toward full-price customers.

4. 4
   Localized creative generative AI, on a method built by the Arc'teryx team

   Product Studio generates assets adapted to market weather, fed into the Performance Max campaigns that then allocate the placements.

5. 5
   Targeting expansion Google Ads AI

   Smart Bidding Exploration extends bidding to broader audiences once measurement is stable.

6. 6
   Budget arbitration Arc'teryx marketing team

   The incrementality readings redirect budgets toward the campaigns that produce new sales.