Converse Pulls Ad After Backlash

Recently, Converse released an Instagram ad featuring famous K-pop singer Karina following intense public backlash over imagery that allegedly referred to the Ku Klux Klan. The controversy erupted quickly after viewers noticed a specific frame with Karina standing in the dark, eerie lighting with a long white skirt, holding a pair of black Converse in her hand, as well as a frame of a man holding up a pair of black shoes tied to a tree while on a ladder. Viewers report that this resembles lynchings. According to the NAACP, these were violent hangings of black men and women from trees during the 19th and 20th centuries. 

After the backlash, the ad was pulled from all official channels. Nike, the parent company of Converse, issued an apology to CBS News: "We understand why this image is deeply upsetting and recognize that we got this wrong." Recently, rumors  of boycotting the brand have been going around, and according to Women's Wear Daily, “[Converse] revenues were down $1.2 billion, down 31 percent on a reported basis and down 32 percent on a currency-neutral basis, also due to declines across all territories.” However, the revenue drop doesn't seem to be directly tied to their most recent ad.

Since then, Converse has not released a new ad. Various critics were shocked by the racist imagery, as previously, Converse has built a brand of being diverse by including many POC models in their previous advertisements. In fact, Converse has previously collaborated with Tyler, the Creator, Lil Yachty, and Snoop Dog which are all African American rappers. Converse was known for its diversity, but the recent ad challenges the brand they have built. 

Image Courtesy of Brooke Fishwick on Wikimedia Commons.