The Canadian Outerwear brand Arc’Teryx apologized after violent criticism. The occasion was an advertising event in which numerous fireworks were ignited in the Himalayan region of Tibet.
At the ‘Rising Dragon’ show, choreographed pyrotechnics and colored smoke along the Tibetan high plateau were used. The event was part of a partnership with the Chinese artist Cai Guo-Qiang.
The organizers: Inside the event stated that they had used environmentally friendly materials for the spectacle. In addition, wild animals were chased in advance. It was also said that the project passed certain tests and corresponded to the norms for pollutant management in Europe.
Nevertheless, videos posted on social media triggered the online outrage. Critics: Inside, in particular on the contradiction to the otherwise ‘environmentally friendly’ brand image of Arc’Teryx.
According to several news agencies, Chinese civil servants and the government of Shigatse have initiated an investigation by the campaign. Customer: Inside also called the brand’s boycott.
In response to this, Arc’Teryx published an explanation on his Instagram page. It said that the demonstration was not in line with the values of the company. “The event was in direct contradiction to our commitment to nature, what we are and what we want to be for our people and our community,” said the brand. The company added that it would discuss the situation directly with the local artist and his team in China. “Public criticism has drawn our attention to the fact that the assessment of the artistic expression must be more professional. We have to deal with nature more modestly and respectfully,” concluded the explanation.
This article was used with digital tools translated.
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