The high-altitude stunt in the Tibetan foothills of the Himalayas was intended to promote Arc’teryx and its commitment — as a mountaineering brand — to exploring nature. But instead, the colorful fireworks display sparked a sequence of unintended events: a burst of outrage over the apparent risk it posed to the fragile Himalayan ecosystem, an environmental probe by local officials and a crash course for public relations professionals in how not to promote an outdoor brand. In a zigzag along a ridgeline in Shigatse’s Gyangze County, the display showered the Tibetan mountainside in at least five colors. AdvertisementAccording to local media, the organizers said beforehand that the fireworks would use environmentally friendly materials, nearby animals would be guided away using salt bricks, and any residue would be cleaned up after. But social media users raised their eyebrows in dismay over the potential environmental impact, with some expressing concerns for the local wildlife and vegetation.