Arc’teryx Apologizes After Fireworks Stunt in Himalayas Ignites Backlash

Canadian outdoor apparel brand Arc’teryx has issued a formal apology following a fireworks display on the Tibetan Plateau that has drawn widespread criticism. The event, which took place on September 19, 2025, featured a dramatic fireworks show at an altitude of 5,500 metres in the foothills of the Himalayas. The display was set off by renowned Chinese artist Cai Guo-Qiang and was sponsored by Arc’teryx, a company known for its commitment to environmental sustainability.

In a statement released on social media, Arc’teryx described the fireworks event as “out of line” with its core values. The company acknowledged that the stunt contradicted its image as a protector of the environment. “We are deeply disappointed that this happened, and apologize, full stop,” the brand stated, adding that it is taking steps to prevent similar incidents in the future.

The video of the fireworks, which showcases vibrant colors erupting in a dragon-like formation, sparked outrage among environmentalists and consumers alike. Critics voiced their concerns on social media, arguing that the explosions and smoke would harm the delicate ecosystem and wildlife of the region. Some individuals have even announced intentions to boycott Arc’teryx products due to this incident.

Bloomberg has reported that Chinese authorities are investigating the event, which has raised questions about the environmental impacts of such artistic expressions. Arc’teryx, partially owned by Anta Group, a Chinese sportswear company, faces significant backlash for its perceived hypocrisy, given its marketing as a sustainable brand committed to reducing its environmental footprint.

In its public apology, Arc’teryx reiterated its dedication to outdoor spaces, stating, “Our expectation is that everything we do reflects our environmental ethos, and we have no tolerance for actions that do not align.” The company is now working to mitigate the environmental and social impacts of the fireworks display, demonstrating a commitment to accountability as expressed in its statement: “We are grateful to our community for holding us accountable.”

Founded in 1989 in North Vancouver, British Columbia, Arc’teryx has expanded significantly, with over 2,400 retail locations worldwide. The brand was acquired in 2005 by Amer Sports Group, a multinational sporting equipment company based in Finland. In August 2025, Amer Sports announced plans to enhance its retail presence in major Chinese cities, making this backlash particularly significant for the brand’s future in the region.

As Arc’teryx navigates the fallout from this incident, the company’s response and subsequent actions will be closely monitored by both consumers and environmental advocates. The fireworks display serves as a stark reminder of the complex relationship between artistic expression, corporate responsibility, and environmental stewardship.