中产捧红的始祖鸟，惹怒了户外人

Core Insights - The event "Towards Beauty" by Arc'teryx, a brand under Amer Sports, faced significant backlash due to the use of fireworks in a fragile ecological area of the Himalayas, raising concerns about environmental impact and cultural insensitivity [1][2][4] Group 1: Event Overview - Arc'teryx held its third annual "Towards Beauty" event in the Himalayas, collaborating with artist Cai Guo-Qiang for a fireworks art project called "Ascension" [1][2] - The event featured biodegradable fireworks at an altitude of 5,500 meters, which gained widespread attention on social media, leading to over 60 million views on Weibo [1][4] Group 2: Environmental Concerns - Despite claims of using biodegradable materials and following environmental standards, the event sparked controversy over potential pollution and disturbance to local wildlife [1][4] - The project team implemented a comprehensive ecological protection plan, including relocating livestock and cleaning up post-event, but public criticism persisted [4] Group 3: Brand Image and Market Performance - Arc'teryx, backed by Anta Group, has been a popular outdoor brand in China, with a reported 42% year-on-year revenue growth in the Greater China region, reaching $856 million in the first half of 2025 [6] - The outdoor functional apparel segment, which includes Arc'teryx, saw a 26% revenue increase to approximately $1.173 billion in the same period [6]