始祖鸟烟花秀升级成“炸山”惹众怒，品牌环保人设与实际行动脱节

Core Viewpoint - The recent fireworks marketing event by Arc'teryx, named "Ascend Dragon," has sparked a trust crisis regarding the brand's environmental commitments, despite claims of using biodegradable materials and compliance with ecological protection measures [1][3]. Group 1: Sustainability Commitments - Arc'teryx has established a "Sustainability Steering Committee" led by the CEO, meeting bi-monthly to address key sustainability issues [1]. - The brand aims to reduce operational emissions by 90% and indirect value chain emissions by 42% by 2030, based on 2022 levels [2]. - The company plans to eliminate coal usage by 2025 and increase the proportion of products made with green electricity to 50% by 2030 [2]. Group 2: Community Responsibility - Arc'teryx promotes environmental concepts at the grassroots level by funding local organizations and forming strategic partnerships [3]. - The latest sustainability report is from 2022, highlighting a disconnect between the company's sustainability commitments and actual business practices [3]. Group 3: Corporate Structure and Performance - Arc'teryx is a high-end outdoor technical apparel brand under Amer Sports, which was acquired by Anta Group in 2019 [4]. - Amer Sports' 2024 sustainability report indicates that five out of ten key ESG issues are environment-related, with increasing importance on climate change and biodiversity [4]. - In 2024, Amer Sports reported total revenue of $5.2 billion, with Arc'teryx contributing over $2 billion, accounting for nearly 40% of total revenue [6]. - The company achieved a revenue growth of 14.14% in the first half of 2024, with Arc'teryx showing stronger growth than other categories [6].