翻车！始祖鸟的雪山烟火秀，被骂上热搜第一

Core Viewpoint - The article discusses the controversy surrounding the "Ascension" art project by Arc'teryx, which involved fireworks in the ecologically sensitive region of the Himalayas, raising questions about the brand's commitment to environmental protection and its overall brand integrity [2][11][25]. Group 1: Environmental Impact and Public Reaction - The art project was initially framed as a tribute to nature but quickly fell into environmental controversy, leading to significant public backlash and discussions about ecological responsibility [2][3]. - Arc'teryx claimed that the materials used were biodegradable and that the event was conducted with scientific assessments to minimize ecological impact [4][5]. - Despite these claims, public skepticism grew, with many questioning the adequacy of the measures taken to protect the fragile ecosystem of the Tibetan Plateau, which is known for its biodiversity and carbon storage [7][8][11]. Group 2: Brand Image and Quality Concerns - Arc'teryx, acquired by Anta Group in 2019, has shifted its strategy towards high-end luxury positioning, which has led to increased product pricing but also raised concerns about product quality and customer service [15][16][22]. - Consumers have reported various quality issues with the products, including defects and unsatisfactory customer service experiences, which undermine the brand's high-end image [14][22]. - The juxtaposition of the brand's environmental messaging and its actions, along with the quality concerns, has led to a crisis of trust among consumers, highlighting the importance of consistency in brand values and product quality [23][25].