The sight of multicoloured fireworks exploding in the foothills of the Himalayas has sparked a furious environmental backlash, prompting a local government investigation in China and forcing global outdoor apparel brand Arc’teryx to issue an apology. The Canadian-headquartered, Chinese-owned, brand teamed up with artist Cai Guo-Qiang to stage the massive “Rising Dragon” fireworks display on Friday. WATCH THE VIDEO ABOVE: Outdoor brand sparks furious backlash after stunt. But criticism quickly began to pile in on Chinese social media, where users denounced the advertising stunt as ignorant of the potential environmental impacts in a remote and pristine ecosystem. “Hope their PR and social team are listening right now — everything about this is tacky and disgusting,” said another.