Core Viewpoint - The outdoor brand Arc'teryx faces a significant public relations crisis following a controversial fireworks event in the Himalayas, which has raised questions about its commitment to environmental values and sustainability [1][2]. Group 1: Event Overview - Arc'teryx collaborated with artist Cai Guoqiang for a fireworks display in Tibet, which quickly turned into a global controversy regarding environmental protection [1]. - The local government has initiated an investigation into the event, with a focus on its environmental impact [1]. - Despite the use of eco-friendly materials, public backlash emerged due to concerns over the ecological sensitivity of the area [1][2]. Group 2: Brand Image and Public Reaction - The incident has severely damaged Arc'teryx's reputation as an "environmental pioneer," leading to accusations of insincerity in their apologies [2][3]. - The brand's dual-language apology letters have sparked further criticism, with some perceiving them as lacking sincerity and consistency [2]. - Comparisons have been drawn to other outdoor brands like Mammut, which previously executed a similar event without controversy, raising questions about Arc'teryx's originality in marketing [2]. Group 3: Financial Performance and Market Position - Arc'teryx's parent company, Amer Sports, reported a strong revenue growth of 23% to $1.236 billion in Q2 2025, with significant contributions from the Asia-Pacific region [11]. - However, Arc'teryx's growth momentum is slowing, with a decline in same-store sales growth and operating profit margins [13]. - The footwear segment is identified as a key growth area, with a projected revenue increase of over 60% in 2024 [18][19]. Group 4: Future Challenges and Strategic Direction - The brand must rebuild trust among middle-class consumers and integrate a genuine respect for nature into its corporate identity [3][10]. - Arc'teryx is transitioning from a clothing brand to a comprehensive outdoor equipment provider, seeking new growth avenues [17]. - The company plans to expand its store presence in China while closing some underperforming locations, indicating a strategic shift in market focus [21].

图源：小红书 北京白领陈凯（化名）盯着脚上的始祖鸟AERIOS徒步鞋，发现前掌弯折处的压胶豁了个口——这双花费四位数购买的"户外专业装备"，还没来得及踏上 北京周边的徒步路线，却先败在了每天半小时的通勤路上。 "才刚穿不到一周就开胶。"他边翻出手机里的购买记录边说，"就是正常穿，没涉水，也没去徒步。我还给老妈也买了一双，她穿得比较精心，但也没撑 多久，一个月左右同样出现了开胶的情况。" 图源：受访者供图 除了存在开胶问题，还有消费者反馈始祖鸟的部分鞋型穿着时会磨脚、勒脚。 但事实真的如此吗？为探究这一问题，有意思报告走访了北京、成都两地多家高端户外品牌门店，涵盖萨洛蒙、北面、HOKA、昂跑等多个千元以上越野 跑鞋、徒步鞋品牌，发现固定鞋面与鞋底不缝线、仅压胶，并非始祖鸟鞋履的独有做法。 虽说这些情况只是个案，但作为定价动辄数千元、以"专业户外"为核心调性的品牌，始祖鸟早已被消费者赋予"高端品质"的认知，大家对它的期待值自然 更高。 这也意味着，任何细微的产品不足都可能被放大，进而影响品牌声誉。尤其始祖鸟去年才进军鞋履市场，就更容易被质疑其在鞋类专业性上的沉淀是否足 够。 所以，始祖鸟的鞋到底怎么了？ 开胶因为 ...