Brand Case Study · PR · 2026
Arc'teryx: When the Stunt Misses
A case study on brand values, PR fallout, and Tibetan fireworks.
The Challenge
On 9/19/25 Arc'teryx staged the 'Ascending Dragon' fireworks campaign in a fragile Tibetan ecosystem. The stunt collided head-on with the brand's stated values of sustainability and authenticity. Unpack what happened, why it broke, and what it cost.
The Approach
- 01
Built the brand profile: equity rooted in 'There is always a better way,' durability, and environmental sustainability.
- 02
Traced the campaign from launch to the backlash and the local government investigation.
- 03
Quantified the damage: AMER Sports stock dropped 5.82% on 9/22, with measurable loss of customer trust.
- 04
Distilled the lesson: when activation contradicts stated values, the audience punishes the gap.