Fireworks display by outdoor brand sparks environmental outrage in the Himalayas

A marketing plan by a high-end outdoor clothing brand has blown up in its face after its massive fireworks ripped through the Himalayas, sparking outrage from environmentalists and loyal customers.

The spectacular, brightly coloured pyrotechnics, designed by Chinese artist Cai Guo-Qiang, were supposed to resemble a dragon as they ignited along ridges of the iconic Himalayan foothills of Tibet, while raising awareness about mountain culture.

Smoke and daggers

Instead, Canadian outdoor and mountaineering gear firm, Arc'teryx, has faced mounting criticism for the outlandish and thoughtless daytime display called "Rising Dragon" in Tibet's Shigatse region, a gateway to Himalayan peaks like Everest.

BBC reports that Chinese officials are probing how the go-ahead was given for the fireworks display on September 19, after Arc'teryx apologised, saying it was "out of line with Arc'teryx's values".

"The public's criticism has alerted us that the evaluation of the expression of art needs to be more professional and we need to be more humble and respectful of nature," Arc'teryx said in its statement.

Even though the company was quick to apologise and make clear that biodegradable materials were used, this did little to dampen the outrage from environmentalists who pointed out that it contradicted Arc'teryx's image as a conservation-focused brand.

'Count me out'

On social media, people were quick to call out the firm, with one posting: "Imagine selling $800 jackets for mountain lovers, then nuking the mountains. Genius. Count me out."

Sustainable fashion has become a buzzword that is forcing businesses to be more mindful when it comes to the environment.

Critics said the mountains were too fragile for fireworks, and the explosions, colour and smoke would have disrupted the ecosystem and local wildlife, as well as being disrespectful of the mainly Buddhist inhabitants who regard the range as sacred.

"SGB Media" reported that Arc’teryx and Guo-Qiang stated that stock herds had been moved and wildlife had been coaxed away with salt bricks ahead of the event, adding that it “had passed tests in line with those set by the 2022 Beijing Winter Olympics and adhered to pollution management standards equivalent to those in Japan and Europe.”

Guo-Qiang has apologised for his role and said he would work with authorities to help in the area's recovery.

Bad timing

The 67-year-old artist made his name with gunpowder paintings and outdoor pyrotechnic displays. He famously oversaw fireworks for the 2008 Beijing Olympics, BBC reported.

The timing of the controversy couldn't have been worse.

According to "Shop-eat-surf-outdoor.com",  Arc’teryx executives had just unveiled a roadmap to reach $5 billion in revenue by 2030 at an investor day at the brand’s North Vancouver headquarters last Thursday.

At the event, it outlined strategic investments across women’s apparel, footwear and sustainable innovation that have already delivered significant growth since 2020, it reported.

Founded in 1989, Arc'teryx runs more than 150 shops globally and is owned by Hong Kong-listed fitness equipment company Anta Sports.