Canadian brand Arc'teryx apologizes after fireworks stunt becomes PR disaster
The event was criticized for causing envionmental and ecological damage.
Canadian outdoor equipment brand Arc’teryx has issued an apology via Instagram after a controversial firework stunt in the Himalayas.
On September 19, at an altitude of about 5,500 metres, the company staged a three-part art fireworks display titled “Ascending Dragon,” at a location that was apparently chosen because it aligned with the idea of “coexistence between humans and nature.”
Instead, the “dragon-shaped” PR spectacle sparked widespread controversy.
Local villagers reported that the fireworks frightened yaks and left the air filled with a pungent smell, while experts said the loud noises could trigger stress reactions in animals, that chemical residues might contaminate water, and soil disruption for cleanup could cause additional damage.
Critics warned that setting off fireworks in such an ecologically fragile high-altitude environment could harm alpine meadows, wildlife, water sources, and glaciers.
Even if “biodegradable materials” were used, experts said that decomposition in cold, oxygen-poor conditions is extremely slow, making ecological recovery a long process.
The stunt has been labelled a “PR disaster” and an act of “greenwashing.”
A video was initially posted of the event online, but it was later taken down. Arc’teryx had partnered with artist Cai Guo-Qiang, who is credited with the 2008 Beijing Olympic Games’ fireworks display, to create the dragon display.
In its apology, Arc’teryx said the stunt was “out of line” with the company’s values, and says that it has already begun measures to “mitigate” the environmental impact caused by the fireworks.
Cai Guo-Qiang also issued an apology via Chinese social media, saying that he will work with authorities investigating the environmental impact and work to avoid similar events in the future.