The green fringes of the Himalayas aligned with the brand. Famed fireworks artist Cai Guo-Qiang (蔡国强) was on board. Arc’teryx (始祖鸟) prepared for a daring synergy of art and nature. They were going to turn heads. When the smoke and light was over, they’d done so for all the wrong reasons.
Instead, what Arc’teryx got were accusations of hypocrisy that began on Chinese social media and soon began to sprawl globally. Launching a fireworks spectacle in what is widely regarded as one of the world’s most delicate ecosystems contradicted its outward portrayal as a steward of nature.
Arc’teryx has since responded with a public apology, admitting the campaign ‘was out of line with Arc’teryx’s values’ and pledging internal review. They claimed Rising Dragon had followed all the right pollution controls, adding that it went by the same standards as the 2022 Beijing Winter Olympics, ones comparable to equivalents in Japan and Europe. That meant that fireworks were biodegradable, and livestock and wildlife had been coaxed out of the vicinity.
However, the apology didn’t calm the rage – it stoked the fires internationally. Arc’teryx’s apology said they’re addressing this directly with the local artist involved, [and] our team in China,’ enraging one Instagram user into commenting ‘Pinning it on the artist and the “China team” in this public facing statement is a really poor move. Take responsibility for the Arc’teryx brand deciding to do such a thoughtless and harmful stunt – despite your values.’
Cai Guo-Qiang – who is famous for lighting up the Beijing Olympics and creating a 500-metre-high ladder of fireworks in Fujian – also apologised and pledged to help with the clean-up if any was needed.
The Tibetan plateau has been on the tongues of the public in recent years due to rising levels of tourism. At the centre of the discussion is the region’s rugged beauty, a fragile ecosystem, and a worry all that could be ruined with increased footfall.
For Arc’teryx, the region makes sense: it’s captivating, wild, the very image of outdoor life. Rising Dragon wouldn’t be the first time the brand has linked itself to this landscape. It will be the first time they’ve dropped the ball this badly in doing so.
