Explosions, color and smoke that may have shocked the ecosystem and local fauna: no, the pyrotechnic show in the Himalayan region of Tibet did not like which improvised in recent days Arc’Teryx, a Canadian company based in North Vancouver, in British Columbia, specialized in clothing and technical equipment.
The video (then removed from the official accounts) of the event shows fireworks multicolor that literally explode through the foothills hills forming a winding line resembling a dragon, designed by the Chinese artist Cai Guo-Qiang (the mind that is also behind the pyrotechnic show of the 2008 Beijing Olympic Games).
A promotional campaign in all respects that, as is obvious, has triggered a barrage of online criticisms, of experts and less experienced who affirm that the stunt contradicts the image of Arc’Teryx as a brand focused on conservation and ask for the boycott of its clothing line.
What happened
Founded in 1989, Arc’Teryx is extremely popular for its sportswear and high -end mountaineering equipment and manages more than 150 stores all over the world. It is owned by the Fitness Sports fitness equipment, listed on Hong Kong.
On this occasion, he collaborated with the Cai pyrotechnic artist to stage a high altitude show called Rising Dragon, set at over 5,000 meters in the Tibetan region of Shigatse, a gateway to Himalayan peaks such as Everest. The result was this:
Such an impactful event that it cannot fail to have aroused controversy and doubts about its feasibility, so much so that local authorities have started an investigation.
The Shigatse Party Committee and the Government take the matter seriously and set up an investigative team to be sent immediately to the site to investigate, said the local Committee of the City Communist Party in a declaration on the Chinese social media platform. He will manage the result “in accordance with the law and regulations,” he said.
Arc’Teryx apologized both on Social Instagram, stating that it was “not in line with the values of Arc’Teryx“.
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Finally, he said he will work with an external agency to evaluate the impact of the project, adding that he has used completely biodegradable materials.
