Arc’teryx Faces Backlash for Controversial Marketing Stunt
A Canadian company based in British Columbia is facing international criticism following a controversial marketing campaign that took an unexpected turn.
Arc’teryx, known for its sustainable outdoor apparel and gear, recently collaborated with a Chinese artist on a campaign that involved setting off numerous fireworks and pyrotechnics across the Tibetan Plateau in a bid to shed light on mountain culture.
However, the spectacle sparked outrage among environmental advocates and the public, who accused the brand of contradicting its eco-friendly values.
In response to the backlash, Arc’teryx issued a public apology, acknowledging that the event contradicted their dedication to preserving outdoor spaces and committed to rectifying the situation with their China team.
“We deeply regret this incident and the harm it has caused to our environment. We are taking immediate steps to address the environmental and social repercussions of this campaign,” the company stated on social media.
Critics on social platforms were quick to condemn the brand’s actions, emphasizing the detrimental impact of the fireworks display on the delicate ecosystem of the Tibetan Plateau.
The incident has ignited a heated discussion online, with many expressing disappointment and calling for further accountability from Arc’teryx.