始祖鸟“跑偏”

Core Viewpoint - The incident involving the release of fireworks in the Himalayas by the brand Arc'teryx and artist Cai Guoqiang has sparked significant public backlash, raising questions about the brand's commitment to its environmental and outdoor ethos [1][3][5]. Group 1: Incident Overview - On September 19, Arc'teryx collaborated with Cai Guoqiang to launch a fireworks art project in the Himalayas, which was widely shared on social media [3]. - The fireworks, although claimed to be biodegradable, raised concerns due to the fragile ecological environment of the high-altitude region [3]. - The event led to a public outcry, with related topics trending and accumulating over 130 million views [3]. Group 2: Brand Response - Both Arc'teryx and Cai Guoqiang issued apologies and committed to cooperating with relevant authorities for environmental assessments and recovery actions [3][5]. - Arc'teryx expressed gratitude for public concern regarding the ecological impact and promised to expedite its environmental protection initiatives in Tibet [3][5]. Group 3: Brand Image and Market Position - Arc'teryx has been perceived as straying from its core values of outdoor professionalism and environmental sustainability, which could jeopardize its reputation as a high-end outdoor brand [5][9]. - The brand has increasingly associated itself with luxury and high fashion, which some consumers feel undermines its original outdoor ethos [7][9]. - The brand's recent performance has been strong, with a reported revenue of $2.7 billion in the first half of the year, marking a 23.46% increase, largely attributed to Arc'teryx's contributions [8]. Group 4: Consumer Reaction - Loyal customers expressed disappointment, emphasizing the importance of the "Leave No Trace" principle in outdoor activities [6]. - Some influencers and outdoor enthusiasts have chosen to sever ties with Arc'teryx, citing a betrayal of the outdoor community's values [6].