活动方称项目采用生物可降解材料，事后"清理残留物"并对山体植被进行翻土与植被修复，做到"不留 生态隐患"，中国科学院植物学博士顾有容认为，在低温低降水低生物的青藏高原进行如此大规模的燃 烧爆破活动，无论材料是否环保，本身就是对当地薄弱生态环境不可逆转的破坏。 截至发稿，始祖鸟已经在官方微博发布道歉信，官方Instagram账号发文表示该项目与品牌价值与形 象"背道而驰"。 一家品牌公司的行动如何与品牌内核背道而驰？始祖鸟贡献了一个血淋淋的教训。 9月19日，户外品牌始祖鸟联手艺术家蔡国强在喜马拉雅山脉江孜热龙地区开启艺术项目"升龙"。所 谓"升龙"，即在海拔4690至5500米的高原上施放烟火，让火焰沿着山脊引爆，形成"升龙"景观。但这一 举动迅速引发网友和环保人士的猛烈批评。 "我们正在与涉事的当地艺术家以及我们在中国的团队直接沟通此事，并将改变我们的工作方式，以确 保此类事件不再发生。我们的期望是，我们所做的一切都体现了我们的环保理念，我们对不符合环保理 念的行为零容忍。我们已经开始努力减轻此次活动对环境和社会的影响。"这篇贴文写道。 始祖鸟一直以来保护山野、倡导无痕户外，标榜亲近大自然和远离城市的生活方 ...

Core Viewpoint - The article discusses the controversy surrounding outdoor brand Arc'teryx's recent art project "Ascend Dragon," which involved setting off fireworks in a fragile high-altitude environment, leading to significant backlash from environmentalists and the public. The brand's commitment to environmental sustainability is called into question as it navigates the balance between artistic expression and ecological responsibility [6][7][9]. Group 1: Environmental Commitment and Controversy - Arc'teryx launched an art project in the Himalayas that involved fireworks, which drew criticism for potentially harming the fragile ecosystem [6]. - The brand issued an apology, stating that the project contradicted its values and that it would change its operational methods to prevent similar incidents in the future [7]. - The brand has historically emphasized its commitment to environmental sustainability, aligning its business model with ESG principles, which are increasingly important in the fashion industry [9][10]. Group 2: Business Performance and Market Position - Arc'teryx's parent company, Amer Sports, reported a revenue of 13.27 billion RMB (approximately 1.8 billion USD) for the first half of 2023, a 37.2% increase from the previous year, indicating strong growth in the outdoor apparel market [11]. - The brand has successfully balanced outdoor performance with fashion, attracting a consumer base that values both functionality and style [12]. - The outdoor apparel market is experiencing rapid growth, particularly among younger consumers and women, positioning Arc'teryx favorably within this expanding segment [17]. Group 3: Sustainability Goals and Challenges - Arc'teryx aims for net-zero emissions by 2050, shifting from intensity-based reduction targets to absolute reduction goals across its value chain [10]. - Despite the ambitious goals, the brand's total emissions increased by 56% in 2023, raising concerns about its commitment to sustainability [12]. - The brand's recent focus on fashion has led to a dilution of its environmental messaging, with emissions rising again in 2024, prompting a reevaluation of its sustainability strategies [18][19]. Group 4: Innovative Initiatives - Arc'teryx has launched the ReBIRD program, promoting product care, repair, resale, and recycling services, although the impact on emissions reduction remains unclear [19]. - The brand is expanding its ReBIRD service centers, aiming to extend product lifecycles and reduce environmental impact [19].

Core Viewpoint - The article discusses the contradiction between the outdoor brand Arc'teryx's environmental values and its recent actions, particularly the controversial art project "Ascend Dragon" that involved fireworks in a fragile ecosystem, leading to public backlash and a subsequent apology from the brand [3][4][5]. Group 1: Brand Actions and Reactions - Arc'teryx collaborated with artist Cai Guoqiang to launch an art project in the Himalayas, which involved setting off fireworks at high altitudes, sparking criticism from environmentalists [3]. - The brand claimed to use biodegradable materials and promised to clean up after the event, but experts argued that the activity itself was harmful to the local ecosystem [3][4]. - Following the backlash, Arc'teryx issued an apology, stating that the project contradicted its brand values and that it would change its operational practices to prevent similar incidents in the future [4][5]. Group 2: Brand Values and Market Position - Arc'teryx has historically promoted environmental protection and sustainable practices, aligning its business model with ESG (Environmental, Social, and Governance) principles, which have become increasingly important in the fashion industry [8]. - The brand's core mission for 2023 is "Leave it Better," focusing on improving operational practices while achieving business growth [9]. - Despite the recent controversy, Arc'teryx has seen significant revenue growth, with its parent company Amer Sports reporting a 37.2% increase in revenue to approximately 18 billion RMB (about 2.5 billion USD) in the first half of 2023 [9]. Group 3: Environmental Goals and Challenges - Arc'teryx aims for net-zero emissions by 2050, transitioning from intensity-based reduction targets to absolute reduction goals across its value chain [9]. - However, the brand's total emissions increased by 56% in 2023, raising concerns about its commitment to sustainability [11]. - The brand has shifted its focus to fashion, collaborating with designers and launching limited collections, which may detract from its environmental messaging [14][15]. Group 4: Future Strategies and Initiatives - Arc'teryx is promoting its ReBIRD initiative, which focuses on product care, repair, resale, and recycling services, although the effectiveness of this program in reducing emissions remains unclear [16][19]. - The brand plans to open 12 new ReBIRD service centers in 2024, aiming to extend product lifespans and reduce climate impact [17]. - Despite the challenges, Arc'teryx continues to market new products with environmental themes, indicating an ongoing commitment to sustainability in its branding efforts [16].