China is investigating outdoor sports apparel company Arc’teryx following its apology for a fireworks display promoting its brand in the Himalayas of Tibet, according to multiple reports. The investigation comes after backlash from environmentalists who argue the pyrotechnics display may have harmed the fragile ecosystem in a region considered sacred to locals.
The fireworks promo at the center of criticism
Footage from the event on Sept. 19 shows multiple fireworks of different colors exploding in sequence across the Himalayan region in the shape of a dragon. Chinese artist Cai Guo-Qiang, who also oversaw fireworks at the 2008 Beijing Olympics, designed the display.
Move sparks online criticism
The promo, however, has sparked criticism online, with people accusing the company of failing to fulfill its promise to be an environmentally conscious brand. Some social media users have even called for a boycott of Arc’teryx products in the wake of the controversy.
Company and artist issue apologies
The company has since apologized for the display.
“The recent fireworks display on the Tibetan Plateau was out of line with Arc’teryx’s values,” the company said in a statement on Instagram. “We’ve heard your concerns, and we share them.”
“This event was in direct opposition to our commitment to outdoor space, who we are, and who we want to be for our people and our community,” the statement continued. “We are deeply disappointed that this happened and apologize, full stop.”
Cai, who helped draw up the display dubbed “Rising Dragon,” has also apologized for his role. He has since promised to work with a third-party agency to conduct an environmental assessment stemming from the incident, according to NBC News.
“We have always held a deep reverence for nature,” Cai said Sunday in a statement. “In the future, we will be more cautious and rigorous in our assessments of the environmental impact brought by our artistic activities.”
Arc’teryx has now promised to work with an outside agency to determine the fireworks’ environmental impact, though it insists it used biodegradable items in the promotional.
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Chinese scholars suggest that firecrackers may have been first discovered around 200 B.C. as a way to frighten away large mountain men, according to Scientific American.
Apology not enough for some
Online critics have also questioned how the company gained access to the mountainous region, which features a fragile ecosystem, according to Chinese state-run media. Buddhists who live in the area consider the grounds sacred. Beijing has strictly controlled the area since it annexed the region in the 1950s.
Environmentalists argued explosions, smoke and color change likely affected local wildlife and the ecosystem.
Some social media critics have said an apology from the company is not enough and that it is responsible for any environmental impacts that stem from its actions.
What is Arc’teryx?
Arc’teryx, a globally popular brand known for its sportswear and mountain climbing gear, reportedly has more than 150 stores around the world. Anta Sports, a Hong Kong fitness company owns the firm.
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