“在青藏高原连放3次烟花炸山、国内外道歉信双标”，始祖鸟还能把环保当奢侈品卖给中产吗？

Core Viewpoint - The outdoor brand Arc'teryx organized a controversial fireworks event in the Himalayas, which has sparked significant backlash for its perceived environmental insensitivity despite claims of using biodegradable materials [1][5][36]. Group 1: Event Overview - Arc'teryx collaborated with artist Cai Guoqiang to host an art event called "Ascending Beauty" featuring a fireworks display in the Himalayas, aimed at showcasing respect for nature [1][4]. - The event took place at an altitude of 4690-5500 meters, with the fireworks designed to symbolize a dialogue between humanity and nature [1][19]. - The fireworks were claimed to be made from biodegradable materials, and the event was marketed as part of a series focused on exploring high-altitude cultural themes [5][19]. Group 2: Public Reaction - The event was met with widespread criticism, with many accusing Arc'teryx of lacking respect for nature and using lowbrow aesthetics [2][4]. - Social media backlash included accusations of the brand becoming "explosive" in its approach to environmentalism, leading to a loss of goodwill among consumers [4][5]. - Critics highlighted the contradiction of promoting environmental values while conducting a fireworks show in a fragile ecosystem [36][39]. Group 3: Environmental Concerns - The fireworks display raised questions about its environmental impact, particularly in the ecologically sensitive Tibetan Plateau, which is home to numerous endangered species and delicate ecosystems [5][8][11]. - Experts pointed out that even biodegradable materials could pose risks to the local environment, as the area has a low capacity for ecological recovery [11][14]. - The event's planning included measures to relocate livestock and monitor wildlife, but the effectiveness of these measures was questioned by environmentalists [7][15][21]. Group 4: Brand Image and Marketing Strategy - Arc'teryx has positioned itself as a brand that combines sustainability with artistic expression, often collaborating with artists to enhance its environmental messaging [23][25]. - The brand's recent marketing strategies have included high-profile events in culturally significant locations, aiming to leverage the cultural value of the Tibetan region [29][31]. - Despite the backlash, the fireworks event was seen as a marketing success in terms of visibility, aligning with the brand's narrative of sustainability and artistic engagement [33][36].