始祖鸟这次被骂，不冤

Core Viewpoint - The outdoor brand Arc'teryx faces a significant public relations crisis following a controversial fireworks event in the Himalayas, which has raised concerns about environmental protection and the brand's commitment to sustainability [2][9]. Group 1: Event and Response - On September 19, Arc'teryx collaborated with artist Cai Guoqiang for a fireworks display in Tibet, which quickly sparked global criticism regarding environmental impact [2]. - Following the backlash, Arc'teryx and Cai Guoqiang deleted related social media posts and issued apologies [3][4]. - The brand's official statement on Instagram expressed regret and indicated a need to adjust their working methods to prevent similar incidents in the future [6]. Group 2: Brand Image and Consumer Trust - Arc'teryx, known for its environmental technology, saw its "environmental pioneer" image severely damaged due to the fireworks sponsorship [7]. - The brand's dual apology letters, differing in tone for domestic and international audiences, led to further criticism, with some perceiving it as insincere [8]. - The incident has prompted discussions about the need for Arc'teryx to establish an ecological restoration fund to rebuild consumer trust [17]. Group 3: Financial Performance and Growth Challenges - Arc'teryx's parent company, Amer Sports, reported strong financial performance with a 23% year-over-year revenue increase to $1.236 billion in Q2 2025, driven by significant growth in the Greater China region [20][21]. - However, Arc'teryx is experiencing a slowdown in growth momentum, with declining same-store sales growth and a decrease in operating profit margin [22]. - The brand is transitioning from a "clothing brand" to a "full-category outdoor equipment retailer," with a focus on expanding its footwear line, which has shown over 60% growth [26][27]. Group 4: Market Position and Future Outlook - Arc'teryx's success has been tied to the middle-class consumer's environmental values, but the recent crisis has undermined this value system [15]. - The brand's identity as a premium outdoor label has been challenged, leading to questions about the authenticity of its environmental commitments [30]. - Despite the crisis, there is a belief that middle-class consumers will not abandon Arc'teryx entirely, but the brand must take decisive actions to restore trust [30].