A POPULAR outdoor fashion brand has landed itself in hot water after an add stunt saw them launch fireworks on sacred mountains. Fashion brand Arc’teryx collaborated with Chinese artist Cai Guo-Qiang to stage a fireworks display for a promotional video. The stunt, which was viewed on Friday by local journalists, a living Buddha, schoolchildren and VIP shoppers sparked immediate backlash on Chinese social media. Used to promote the fashion brand, the fireworks display featured hundreds of waterproof firework pots placed at various points along a 3,000-meter pathway up the mountain. Livestreaemed online, the showcase was quickly clipped and shared across social media channels, gathering some 2 million views on Chinese social media platform Weibo.