Arc'teryx stepped into a minefield when fireworks were set off on the Himalayas, triggering outrage among outdoor enthusiasts. On September 21, following the fireworks display on the Tibetan Himalayan range, both Arc'teryx and artist Cai Guoqiang issued separate apology statements, promising to cooperate with relevant departments and institutions for remedial restoration efforts.
Although both parties have issued apology statements, discussions about Arc'teryx continue to ferment, with many consumers questioning the brand's proclaimed "environmental" credentials.
In recent years, Arc'teryx's brand story of outdoor environmental protection and sustainability seems to be weakening, as it frequently engages in marketing tied to labels like "middle-class essentials" and "old money style." Some consumers even believe that compared to the professionalism the brand claims, Arc'teryx's marketing in high-end fashion and "luxury sports" fields has made a deeper impression. This fireworks incident may serve as a warning to Arc'teryx—professional outdoor equipment brands need to examine their outdoor origins.
**Involved Parties Apologize**
In the early hours of September 21, regarding Arc'teryx's collaboration with Cai Guoqiang on setting off fireworks in the Himalayan range, the WeChat public account "Cloud Summit Everest" issued a situation report stating: "On September 20, after the video of 'Cai Guoqiang: Rising Dragon' fireworks show was released online, it attracted netizen attention. The Shigatse Municipal Party Committee and Municipal Government attach great importance to this, having immediately established an investigation team to rush to the scene for verification. Subsequent actions will be taken according to law and regulations based on the verification results."
At 7 AM on the same day, Arc'teryx posted an apology letter on its official Weibo, stating: "We sincerely thank everyone for their concern and supervision regarding the ecological environment of the Qinghai-Tibet Plateau, and we humbly accept all criticisms and suggestions. We deeply agree with and respect everyone's protection efforts. Here, we express our most sincere apologies to everyone." Meanwhile, Arc'teryx promised to launch timely and effective remedial actions based on assessment results and feedback from all sectors of society. At the same time, it will accelerate the implementation of established Tibetan environmental protection plans and fully promote public welfare projects that help local cultural development.
Almost simultaneously, Cai Guoqiang also issued a statement on short video platforms: "We indeed have many inadequately considered aspects, and I deeply apologize. Moving forward, I will actively cooperate with third-party institutions and relevant departments to conduct comprehensive assessments of the impact this incident has caused to the natural ecology, and will take concrete actions to protect the ecological environment of the Qinghai-Tibet Plateau."
The incident originated from a brand event hosted by Arc'teryx. On the afternoon of September 19 this year, during Arc'teryx's third season "Upward Beauty" event, Arc'teryx collaborated with Cai Guoqiang to implement the fireworks art project "Rising Dragon" in the Himalayas in the Jiangzi Relong area of Shigatse, Tibet. Images of colorful fireworks rising into the sky above the Himalayan ridge at an altitude of 5,500 meters spread widely through social media. Although the brand stated that the fireworks were biodegradable, the act still drew criticism from numerous netizens due to the relatively fragile ecological environment of the plateau region.
On September 20, the hashtag "Arc'teryx and Cai Guoqiang's Fireworks Art Sparks Controversy" topped trending searches, with current reading volume reaching 130 million. As public opinion continues to ferment, netizens have not only questioned the fireworks activity's potential damage to the ecological environment but also questioned Arc'teryx's proclaimed environmental philosophy.
Regarding this incident, reporters attempted to interview Arc'teryx, but no response was received by press time.
Zhou Ting, Director of the Customer Research Institute, believes that Arc'teryx's fireworks display in the Himalayas essentially represents a serious departure from the brand's core values of "outdoor environmental protection." This incident could become the most severe public relations crisis since Arc'teryx's establishment. If handled improperly, it will not only consume long-accumulated user trust but could also cause the brand to fall from its position as the "outdoor high-end benchmark."
**Stepping into a Minefield**
"I can't imagine this was actually a project jointly launched by Arc'teryx and Cai Guoqiang. I love Arc'teryx products and also appreciate Cai Guoqiang's works, but right now I'm very angry," said Little Universe (pseudonym), a loyal Arc'teryx user. Outdoor enthusiasts follow a "Leave No Trace" principle. This principle aims to minimize human impact in natural environments, protect natural resources, and provide sustainable outdoor experiences.
In Little Universe's view, Arc'teryx is not unaware of the fragility of plateau ecosystems, nor is it ignorant of the "Leave No Trace" principle—it simply doesn't care.
Little Red Book outdoor blogger Nature (pseudonym) chose to terminate cooperation with Arc'teryx. On the Little Red Book platform, Nature has over 70,000 followers with content receiving over one million likes. In early September this year, Nature received an advertising collaboration invitation from Arc'teryx. As an outdoor travel enthusiast, Nature felt Arc'teryx's brand positioning aligned well with their content. However, the fireworks incident led Nature to believe Arc'teryx's actions violated outdoor enthusiasts' principles. "I choose to abandon this collaboration with Arc'teryx. This is my most basic persistence as a blogger sharing outdoor nature content," Nature stated on social platforms. "I've thought repeatedly—nature never needs artificial shock; it is itself the greatest art. What I want to persist in is approaching it on foot, not in any way that might harm it for 'expression.'"
As an outdoor brand that started with climbing equipment, Arc'teryx positions itself as "professional outdoor equipment" in overseas markets. In Arc'teryx's brand story on its official website, the brand mentions being "a professional outdoor brand rooted in the mountains... The brand takes a long-term view of design, considering sustainability through product philosophy, responsible manufacturing, and community engagement... We need to consider not only the immediate goal of creating excellent products but also our impact on humanity and the planet."
In the Greater China market, Arc'teryx has frequently tied itself to labels like "middle-class trinity," "middle-class essentials," "old money style," and "EMBA uniforms" on social platforms to further break through social circles and establish a high-end fashion image, beyond emphasizing its outdoor positioning. In terms of store locations, Arc'teryx also tends to locate near luxury brands. For example, Arc'teryx stores in mainland China are concentrated in core commercial districts of first and second-tier cities, positioned alongside numerous luxury brands on the first floors of shopping malls, with most core stores exceeding 400 square meters. Previously, Arc'teryx's parent company Amer Sports mentioned in its prospectus: "Arc'teryx has established good connections with pure outdoor adventurers and luxury consumers in Greater China." Some even argue that compared to the professionalism of outdoor brands, Arc'teryx's high-end fashion or even "luxury sports" positioning has made a deeper impression.
**Returning the Brand to Professionalism**
In recent years, under ANTA Sports's leadership, Arc'teryx has become extremely popular, which is directly reflected in its performance data. According to financial reports, Amer Sports achieved revenue of $2.7 billion in the first half of this year, a year-on-year increase of 23.46%. Arc'teryx became the main contributor to Amer Sports's performance growth. In the first half of this year, Amer Sports's outdoor performance apparel division, where Arc'teryx is located, generated approximately $1.173 billion in revenue, a 26% year-on-year increase.
Behind Arc'teryx's popularity, ANTA Sports's operations after taking control have been instrumental. In 2019, ANTA Sports, together with Fountainvest Partners and Anamered Investments, formed a consortium to complete the acquisition of Amer Sports for €4.6 billion, making Arc'teryx an outdoor brand under ANTA Sports. After the acquisition, ANTA Sports divested some businesses within Amer Sports that had low synergy, focusing business attention on footwear and apparel brand expansion, including attention to Arc'teryx's development.
In Zhou Ting's view, "Arc'teryx's outstanding performance in the Chinese market in recent years is not simply due to marketing, but rather benefits from two aspects: First, it precisely caught market opportunities. Against the backdrop of consumption upgrading, consumer demand for high-quality, high-reputation brands surged, while athletic leisurewear became a trend. Arc'teryx, which combines 'outdoor professional attributes' with 'high-end fashion sense,' perfectly matches market demand. Second, ANTA Sports's mature operational support. ANTA Sports's 'brand monetization' strategy is precise, both capturing the mass sports market through mass-market approaches and rapidly expanding channels through the 'large store model' during the golden period of commercial real estate, providing a solid foundation for Arc'teryx's growth."
Cheng Weixiong, an independent fashion industry analyst and founder of Shanghai Liangqi Brand Management Co., Ltd., believes that while Arc'teryx has been racing under fashion trends, it continues to tell old stories in the outdoor professional field, overdrawing the brand premium of professional brands. The fireworks incident represents backlash from being overly high-profile in the past. Arc'teryx needs to return to professionalism and return to its brand origins.