Core Viewpoint - The high-altitude fireworks display "Ascension Dragon" by the outdoor brand Arc'teryx and artist Cai Guoqiang has faced significant backlash for its environmental impact, leading to a public apology and an investigation by local authorities [1][4][5]. Group 1: Event Overview - The fireworks show took place on September 19 in the Himalayas, at an average altitude of over 4,600 meters, disrupting the natural tranquility of the region [5]. - Initial claims by the brand emphasized the event as a tribute to nature, but it quickly drew criticism regarding its ecological consequences [7]. Group 2: Public Reaction and Apology - The public raised concerns about the potential harm to local wildlife and the environment, questioning the brand's commitment to its "Leave No Trace" philosophy [7]. - Following intense criticism, both Arc'teryx and Cai Guoqiang issued apologies, acknowledging the backlash and the need for a more responsible approach to environmental stewardship [4][8]. Group 3: Brand Image and Financial Performance - Arc'teryx's parent company, Amer Sports, reported a 36% increase in annual revenue, surpassing $2 billion, positioning the brand as a leader in the high-end outdoor market [8]. - Despite commercial success, the incident highlighted a disconnect between the brand's environmental commitments and its actions, raising questions about corporate social responsibility [8].

Brand Crisis & Response - ARCTERYX issued an apology on Chinese social media platforms regarding a controversial event [1] - The company committed to cooperating with government regulators to review the project's ecological impact [1] - ARCTERYX plans to engage a third-party to assess and remediate the environmental impact [1] - The brand will advance environmental protection and cultural public welfare projects in Tibet [1] - The overseas version of the apology expressed regret for the fireworks display on the Qinghai-Tibet Plateau [1] - The company stated the event was inconsistent with its environmental values [1] - ARCTERYX is communicating with artists and the Chinese team to adjust working methods [1] Public Perception - Some netizens criticized the apology as "insincere," "different internally and externally," and "perfunctory" [1] - Concerns were raised that adjusting working methods with the Chinese team implied shifting blame [1]

Core Viewpoint - The collaboration between outdoor brand Arc'teryx and artist Cai Guoqiang to launch an art fireworks show in the Himalayas has sparked significant public controversy, leading both parties to issue apologies and emphasize their commitment to environmental values [2][4][16]. Group 1: Event Overview - On September 19, Arc'teryx and Cai Guoqiang launched the "Ascension" art project, featuring 145 fireworks that created a 3,000-meter-long colorful display in the Himalayas [4]. - The organizers claimed that the fireworks used biodegradable materials and met environmental standards, with a low-risk classification [4][6]. - Despite these claims, environmental experts criticized the potential ecological damage caused by the fireworks, highlighting the fragility of the high-altitude ecosystem [6][10]. Group 2: Brand and Environmental Commitment - Arc'teryx, acquired by Anta Group in 2019, has been positioned as a high-end outdoor brand, with a stated commitment to "coexistence with nature" [10][12]. - Industry insiders argue that the brand's environmental promises appear more as marketing strategies rather than genuine commitments, contrasting with companies like Patagonia that invest a percentage of sales in environmental causes [3][10]. - The incident has raised questions about the brand's alignment with its core values and the long-term vision articulated by Anta's founder, Ding Shizhong [10][18]. Group 3: Apology and Response - Following the backlash, both Arc'teryx and Cai Guoqiang issued apologies, acknowledging the need for greater consideration of environmental impacts in their artistic endeavors [14][16]. - Arc'teryx's apology included a commitment to cooperate with third-party assessments of the environmental effects of the project and to implement remedial actions based on the findings [16][18]. - The language used in the apologies shifted from "collaboration" to "sponsorship," which has been criticized as an attempt to evade responsibility [18].

Core Viewpoint - The outdoor brand Arc'teryx faced significant backlash after sponsoring an art fireworks display by artist Cai Guoqiang in the Himalayas, which contradicted its environmental values and led to public apologies from both parties [2][11]. Group 1: Event Overview - On September 19, Arc'teryx collaborated with Cai Guoqiang to launch fireworks in the Himalayas, specifically in the Jiangzi Helong area at an altitude of approximately 5,500 meters [3]. - The fireworks display, titled "Ascending Dragon," involved 145 fan-shaped fireworks creating a 3,000-meter long rainbow of colors [4]. Group 2: Environmental Concerns - Despite claims that the fireworks used biodegradable materials and met environmental standards, experts criticized the potential ecological damage to the fragile high-altitude ecosystem [6][8]. - Concerns were raised about the long-term impact of chemical residues from the fireworks on local soil, water sources, and wildlife [6][8]. Group 3: Corporate Response and Apologies - Following the backlash, Arc'teryx issued a public apology, acknowledging that the event contradicted its commitment to environmental stewardship and expressing a need for more professional evaluation of artistic expressions [11][15]. - The company committed to cooperating with third-party assessments to evaluate the environmental impact of the event and promised to take corrective actions based on the findings [13][15]. Group 4: Brand Image and Strategy - Arc'teryx, acquired by Anta Group in 2019, has been positioned as a high-end outdoor brand, but the fireworks event has been viewed as a misalignment with its core values of coexistence with nature [8]. - The incident has sparked discussions about the authenticity of Arc'teryx's environmental commitments, with comparisons made to Patagonia's genuine efforts in sustainability [8].

Core Viewpoint - The outdoor brand Arc'teryx's recent "Highland Fireworks Show" in the Himalayas has sparked controversy over environmental concerns [1][2] Group 1: Event Overview - Arc'teryx collaborated with artist Cai Guoqiang to launch an art fireworks display named "Ascending Dragon" on September 19, which took place in the high-altitude region of Shigatse, Tibet, at an average elevation of over 4600 meters [1] - The event is part of Arc'teryx's ongoing project "Towards Beauty," aimed at exploring high mountain cultures [1] Group 2: Environmental Concerns - The fireworks were claimed to use biodegradable materials, and the organizers stated that emissions met environmental standards verified by the International Olympic Committee and other regions [1][2] - A comprehensive "prevention-monitoring-restoration" plan was established, including relocating livestock and cleaning up residues post-event [2] Group 3: Expert Criticism - Experts have raised doubts about the environmental impact, questioning the validity of using low-altitude tests to assess the fireworks' emissions in a high-altitude environment [3] - Concerns were also expressed regarding the degradation time of the biodegradable materials in the harsh conditions of the Tibetan plateau [3] Group 4: Official Response - Local environmental authorities confirmed that the event complied with regulations and that no ecological damage had occurred, as the fireworks used environmentally friendly materials [4] - The event's location was chosen after multiple assessments to ensure it was not in an ecological protection zone [4] Group 5: Company Background - Arc'teryx, founded in 1989 in Canada, specializes in outdoor apparel and gear and was acquired by a consortium led by Anta Group in 2019, now part of Amer Sports [5]

Core Viewpoint - The outdoor brand Arc'teryx faced backlash for its fireworks event in the Himalayas, which was intended to be a spectacular marketing stunt but raised environmental concerns among the public [1][3]. Group 1: Event Details - Arc'teryx collaborated with artist Cai Guoqiang to host a fireworks display named "Ascending Dragon" on September 19, igniting gunpowder along the mountain ridges [1]. - The event was promoted as environmentally conscious, claiming to use biodegradable materials that met international pollution standards [3]. Group 2: Public Reaction - The event sparked widespread criticism online, with many questioning its environmental impact and likening it to "blasting the mountain" [3][9]. - Despite assurances from local environmental authorities that the event complied with regulations and did not require an environmental assessment, public sentiment remained negative [3]. Group 3: Brand Reputation and Environmental Responsibility - Arc'teryx has historically engaged in environmental initiatives, such as the ReBIRD™ program launched in 2021, which focuses on reducing emissions and promoting sustainability [9]. - The incident has prompted discussions about the balance between marketing and environmental responsibility within the outdoor industry [9].

9月19日，安踏集团旗下亚玛芬体育的品牌始祖鸟联手艺术家蔡国强在喜马拉雅山燃放烟花引发热议。 据悉，此次艺术烟花活动位于西藏喜马拉雅山脉江孜热龙地区（海拔约5500米），蔡国强通过火药爆破在山脊点燃三幕烟 花，形成"升龙"动态景观。 蔡国强是中国最具国际知名度的当代艺术家之一，以火药爆破艺术和大型装置作品闻名于世，已在全球五大洲实现了超过650 个展览项目。他的商业合作通常与顶级品牌深度绑定，曾与奔驰、卡地亚、圣罗兰等奢侈品牌合作。 始祖鸟的品牌宗旨植根于对极致性能、专业户外精神、可持续发展的不懈追求，以及一种"敬畏自然，守护生命"的深层哲 学。据悉，此次"升龙"艺术项目是其发起的"向上致美"系列活动的第三季，核心定位为"探索高山在地文化"。 从发布的物料可以看出，本次活动规模较大，烟花分多次点燃，到场人数众多。蔡国强介绍称："这是145根扇形彩烟，形成 了一条3000米长的蓝白红绿黄色的彩虹。" （文/霍东阳 编辑/张广凯） 但这一活动引发了巨大争议。 主打"敬畏自然"理念的知名户外品牌始祖鸟和蔡国强在喜马拉雅这一生态屏障脆弱区域燃放烟花，迅速引发户外爱好者及网 友对活动环保问题的集中质疑。 户外爱好者及网 ...

Core Viewpoint - The collaboration between outdoor brand Arc'teryx and artist Cai Guoqiang to hold a fireworks display in the environmentally sensitive Himalayas has sparked significant controversy, raising questions about ecological responsibility and the brand's values [1][16][21]. Group 1: Event Details - The fireworks event named "Ascending Dragon" took place on September 19 in the Jiangzi region of the Himalayas, with an average altitude of over 4600 meters [4][12]. - Cai Guoqiang ignited 145 fireworks to create a 3000-meter long rainbow effect, symbolizing auspiciousness and the spirit of continuity in Eastern dragon culture [6][9]. - The event was attended by a large audience and was broadcasted live, showcasing the scale of the performance [6][12]. Group 2: Environmental Concerns - Many netizens criticized the event for lacking respect for nature, particularly in such a fragile ecological area [2][20]. - The organizers claimed that the fireworks used biodegradable materials and met environmental standards, with the event classified as V-level (lowest risk) [9][14]. - Local authorities stated that the event complied with regulations and did not require an environmental assessment due to the use of eco-friendly materials [12][14]. Group 3: Public Reaction and Brand Image - The event has led to a backlash against Arc'teryx, with many outdoor enthusiasts feeling that the brand's actions contradict its core values of respecting nature [17][23]. - Critics argue that the fireworks display represents a form of "outdoor arrogance," imposing human-made spectacle on the natural landscape [22][23]. - The incident has been described as a "disastrous reverse marketing" effort, as it alienated the brand's target audience who are typically sensitive to ecological ethics [22][23].

作者 戴莉娟 9月19日傍晚，户外品牌始祖鸟联手艺术家蔡国强，在西藏喜马拉雅山脉江孜热龙地区（海拔约5500米）启动《升龙》艺术烟花项目。现场视频显示，蔡 国强通过火药爆破在山脊点燃三幕烟花，以"升龙"动态景观象征东方龙文化中的"吉祥"与"生生不息"。这场看似兼具艺术感与文化意义的活动，却未如预 期收获赞誉，反而在户外圈层与网友群体中掀起巨大争议，再次将始祖鸟推向"背离核心价值观"的舆论风口。 为对冲潜在的争议风险，主办方在活动后迅速公布了一系列"环保措施"，试图证明项目对高原生态的"低干扰"： •材料与风险等级：明确《升龙》项目所用烟花彩色粉为生物可降解材料，声称已通过国际奥委会及日、美、欧洲等地燃放验证，污染物排放符合环保标 准；同时将燃放等级定为V级（最低风险等级），强调噪音与光污染远低于常规夜间焰火，可避免对环境及公众造成额外干扰。 •全链条生态保护方案：针对喜马拉雅山脉脆弱的自然环境，项目团队提出"预防—监测—恢复"三步方案：燃放前转移牧民牲畜至安全距离，并通过盐砖 引导鼠兔等小型动物离开燃放区；燃放后立即清理残留物，对受影响的草甸、农田进行翻土与植被修复，承诺"不留生态隐患"。 从表面看，这些措施 ...

责任编辑：李铁民 公开信息显示，始祖鸟（Arc'teryx）是起源于1989年加拿大温哥华的高端户外品牌，由登山爱好者Dave Lane和Jeremy Guard共同创立，品牌文化中强调的"与自然共生"理念，如今隶属于安踏体育旗下的亚玛 芬体育（Amer Sports）。 但上述说法并没有让网友买账，有网友表示，"始祖鸟一直是户外爱好者的常备装备，在户外人心中， 不留下人类的痕迹才是尊重大自然的一种方式。始祖鸟这次的campaign，无疑是对这一信条的完全摧 毁。"因始祖鸟品牌隶属于安踏集团，还有不少网友涌入安踏品牌社交媒体账号下留言质疑，"一个户外 品牌，就是如此敬畏自然的？" 据悉，在网友的质疑声下，主办这场烟花秀的品牌方、蔡国强已经删掉了相关视频，但均未作出正式的 官方回应。（闫妍） 9月20日，昨日始祖鸟与蔡国强联合在喜马拉雅山脉点燃大型烟花"升龙"，引发了大量争议。有网友质 疑，"降解要多长时间？做过实验么？""高原生态脆弱，即便彩色烟雾是环保的，那爆炸过程呢？火药 是环保的吗？" 据主办方称，此次"升龙"艺术项目所选用的烟花彩色粉均为生物可降解材料，并在国际奥委会及日本、 美国、欧洲等多地的燃放验 ...