Arc’teryx, a popular Canadian clothing brand based in Vancouver, is being blasted online following an event in China near the Tibetan Plateau.
According to reports from publications like CNN and the BBC, a multi-coloured fireworks display went off at the foothills of the Himalayas, which is what sparked the backlash.
Arc’teryx reportedly collaborated with artist Cai Guo-Qiang for the fireworks display. An official video of the display was later taken down. The blowback is a result of the potential environmental impacts on the Tibetan Plateau, which is a sensitive ecosystem.
Arc’teryx has issued an apology and published it on several of its social media platforms, including Facebook and Instagram.
In its apology, Arc’teryx said that the fireworks display “was out of line with Arc’teryx’s values.”
“We’ve heard your concerns, and we share them,” the popular Canadian clothing brand said on Instagram.
“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.”
Arc’teryx states that it’s addressing this issue directly with the artist and its local team in China and will make changes to ensure such an incident does not happen again.
The clothing brand also stated that it’s mitigating the environmental and social impacts that this event might have had.
“We are grateful to our community for holding us accountable.”
BBC reported that the artist involved has also apologized for his role in the event.
The wider community hasn’t necessarily received the apology all too well, with a flurry of comments in response, including many in Chinese. Some people suggested that Arc’teryx has blamed the China team.
How can the brand launch a marketing campaign without the brand knowing about it? Isn’t a fireworks display extremely expensive and logistically intensive?
Deserved or not, they seem to be throwing the china branch under the bus. Seems like a pretty standard case of the left hand not knowing what the right hand is doing, if the HQ is to be believed. It seems reasonable that a Canadian company would leave marketing decisions up to the local Chinese branch; just give them a budget & really on their local/cultural expertise.
There isn’t much of the brand that is Canadian anymore, it’s all Chinese owned. So unfortunately I don’t believe that reasonable take is the actual one.