[Image: UDNGlobal / IG]Every so often a marketing team executes an idea that makes you question, “Who the hell signed off on this?” Outdoor apparel brand Arc’teryx is likely asking the same question after a massive “Rising Dragon” fireworks display was set off in the Himalayas for a “promotional event”. The high-altitude show involved long stretches of choreographed pyrotechnics and coloured smoke going off along snow-topped ridgelines in the Tibetan region of Shigatse. Environmentalists naturally freaked out and called for boycotts as videos of the display appeared online. An official video, which has since been taken down, was followed by a quick apology, which stated “the Rising Dragon promotional event was out of line with Arc’teryx’s values”. View this post on Instagram A post shared by Arc’teryx (@arcteryx)The brand teamed up with artist Cai Guo-Qiang – the mastermind behind 2008 Beijing Olympic Games’ fireworks display – to stage the massive Rising Dragon fireworks display.