Arc’teryx fireworks marketing stunt sparks controversy

A B.C. company is receiving some global backlash over a recent, explosive marketing campaign.

North Vancouver-based Arc’teryx, which prides itself on sustainable outdoor clothing and equipment, recently collaborated with a Chinese artist on a campaign that saw dozens of fireworks and pyrotechnics set off along the Tibetan Plateau — apparently to raise awareness of mountain culture.

The brand has apologized after an influx of complaints that the display wasn’t environmentally friendly.

“This event was in direct opposition to our commitment to outdoor spaces, who we are, and who we want to be for our people and our community. We are deeply disappointed that this happened, and apologize, full stop,” said a statement to social media.

Arc’teryx says it will address the issue with its China team, adding it has no tolerance for actions that don’t align with its environmental ethos.

“We have already begun efforts to mitigate the environmental and social impacts of this event.”

Commenters on social media are taking the brand to task over the incident.

“This is not something that can be forgiven with a single apology post. Fireworks at 5,000m in the Tibetan Plateau threaten one of the most fragile ecosystems on Earth. Recovery could take decades, even centuries,” said one commenter.

“Imagine selling $800 jackets for mountain lovers, then nuking the mountains. Genius. Count me out,” said another.