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Core Viewpoint - The outdoor brand Arc'teryx faced backlash for its fireworks event in the Himalayas, which was intended to be a spectacular marketing stunt but raised environmental concerns among the public [1][3]. Group 1: Event Details - Arc'teryx collaborated with artist Cai Guoqiang to host a fireworks display named "Ascending Dragon" on September 19, igniting gunpowder along the mountain ridges [1]. - The event was promoted as environmentally conscious, claiming to use biodegradable materials that met international pollution standards [3]. Group 2: Public Reaction - The event sparked widespread criticism online, with many questioning its environmental impact and likening it to "blasting the mountain" [3][9]. - Despite assurances from local environmental authorities that the event complied with regulations and did not require an environmental assessment, public sentiment remained negative [3]. Group 3: Brand Reputation and Environmental Responsibility - Arc'teryx has historically engaged in environmental initiatives, such as the ReBIRD™ program launched in 2021, which focuses on reducing emissions and promoting sustainability [9]. - The incident has prompted discussions about the balance between marketing and environmental responsibility within the outdoor industry [9].