How Canadian apparel brand Arc’teryx’s bold campaign spiraled into a PR cautionary tale

How Canadian apparel brand Arc’teryx’s bold campaign spiraled into a PR cautionary tale

SHANGHAI, CHINA – MARCH 27, 2025 – Pedestrians walk past a ARC’TERYX flagship store in Shanghai, China on March 27, 2025. Cfoto | Future Publishing | Getty Images Canadian outdoor apparel brand Arc’teryx’s bold fireworks campaign at the foothills of the Himalayas last Friday was meant to promote its commitment to nature. Within days, it…

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