Arc’teryx apologizes after fireworks stunt in Himalayas sparks outrage

B.C.-based outdoor apparel brand Arc’teryx has issued a public apology after coming under fire for a recent fireworks display on the Tibetan Plateau.

On a social media post , the Canadian company said the stunt was “out of line” with the brand’s values, pointing to the local Chinese

artist involved, Cai Guo-Qiang, and team in China, with whom it said it was addressing the issue directly.

“And (we) will change the way we work to ensure this doesn’t happen again,” it said. “We are deeply disappointed that this happened, and apologize, full stop.”

The Sept. 19 fireworks display sponsored by Arc’teryx was set off in the foothills of the Himalayas in Tibet at an altitude of 5,500 metres.

The video, which shows multi-coloured fireworks erupting in the winding shape of a dragon, was released Saturday and sparked outrage on social media over concerns the explosions and smoke would damage the local environment and wildlife.

Critics said the stunt contradicted the outdoor brand’s image of protecting nature and some said they would boycott Arc’teryx products. Bloomberg reports that Chinese authorities have launched an investigation.

Chinese artist Cai Guo-Qiang detonated fireworks across an entire mountain in Tibet.

The detonation was paid for by Canadian brand Arc’teryx, which is partially owned by China’s Anta Group.

When did pollution and desecration become art ? pic.twitter.com/avFge1oKsL — Tenzing Lamsang (@TenzingLamsang) September 22, 2025 Arc’teryx markets itself as a sustainable brand that is “committed to reducing (its) impact on the planet.”

In its apology it said the fireworks event was “in direct opposition to our commitment to outdoor spaces, who we are, and who we want to be for our people and our community.”

It added that it has begun efforts to mitigate the environmental and social impacts of the event.

“Our expectation is that everything we do reflects our environmental ethos, and we have no tolerance for actions that do not align,” it said, adding that, “We are grateful to our community for holding us accountable.”

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The brand, which was founded in 1989 in North Vancouver, B.C. and now has more than 2,400 retail locations worldwide, was acquired in 2005 by Amer Sports Group, a multinational sporting equipment division based in Finland.

In August, Amer Sports launched retail initiatives for its brands including Arc’teryx, to expand its presence in major Chinese cities.