Group 1 - The outdoor brand Arc'teryx recently gained widespread attention through an art performance called "Ascension" by artist Cai Guoqiang at an altitude of 5,500 meters in the Himalayas, which sparked significant online discussion [1][3] - The event, intended to enhance the brand's image, faced backlash due to concerns about environmental impact, contradicting the brand's established "respect for nature" ethos [3][5] - Other outdoor brands quickly distanced themselves from Arc'teryx, emphasizing their commitment to environmental preservation and sustainable practices [5] Group 2 - Arc'teryx has historically focused on high-end consumer markets, successfully marketing itself as a premium outdoor brand, with products priced significantly higher than competitors [5][6] - Recent years have seen a decline in Arc'teryx's reputation, with over 3,000 complaints related to product quality on consumer platforms, highlighting issues such as poor durability and manufacturing defects [6][8] - The recent fireworks incident is viewed as a misstep that underscores a broader industry issue: prioritizing marketing and brand image over product quality can lead to long-term damage to brand reputation [8]