Outerwear brand Arc’teryx apologizes over fireworks stunt in Tibet
Hong Kong – Tibet officials are investigating after the Canadian Air Air Air clothing brand Arc’Teryx has sparked fireworks in the Himalayas in a stroke of advertising that has been widely criticized on its potential environment on the environment.
The display of fireworks, called “Dragon Ascendant”, was staged Friday by Arc’Teryx and the first Chinese artist Cai Guo-Qiang at an altitude of around 18,000 feet in the Himalayas, a very fragile and unstable ecosylear ecosystem of the southern news agency.
The show took place in three acts, with color gusts that buried one after the other along the ridge, tracing the mountain outline in rainbow waves, according to videos that have since been deleted.
A local environment official told information about the news in Beijing that the event did not need to be revised because he used ecological documents. The display site was outside of any protected area, and there was no sign of ecological damage so far, the manager said.
But the Arc’Teryx advertising campaign quickly carried out reactions on Chinese social networks, which prompted officials of the Tibetan city of Shigatse to launch an investigation.
The high -end speed manufacturer, whose parent company belongs to the Chinese Sports clothing company Anta, said on Sunday that it had expressed the “most sincere apologies” and had promised “timely and effective remedies” in the event of damage.
“This project aimed to raise awareness of local culture in the high mountains thanks to artistic creation,” he said in a press release on Weibo, a Chinese platform similar to X.
“Despite this initial intention, the differences and even the errors occurred during the presentation of the works,” added the brand.
Cai, 67, who is known for his paintings of gunpowder and pyrotechnics and organized fireworks during the opening and fence ceremonies of the 2008 Beijing Olympic Games, also apologized.
His studio said that he would “actively cooperate” with a third party group and the government to make an “in -depth evaluation” of the environmental impact of the project.
“We have always had a deep reverence for nature,” Cai said in a statement on Sunday. “In the future, we will be more cautious and rigorous in our evaluations of the environmental impact brought by our artistic activities.”
The counterpouil against Arc’Teryx highlights the growing preference of Chinese consumers for practice and sustainability compared to large glasses that could potentially lead to waste and degradation, said Sho Hu, consultant and commentator of public relations based in Beijing.
“This is a change shaped by different stages of China’s economic growth,” HU at NBC News said in a telephone interview on Monday. “People are no longer interested in pursuing major celebrations. Instead, they choose to focus on themselves, because they do not feel as happy as before. ”
