Converse, a subsidiary of Nike, has removed a promotional advertisement for its Chuck 70 X trainer after widespread criticism that the imagery evoked Ku Klux Klan (KKK) and lynching symbolism. The company issued an apology on Friday, acknowledging the ad’s content was deeply upsetting and stating it would take steps to prevent similar incidents in the future.
Converse’s response and action
The advertisement featured K-pop artist Karina wearing a white skirt while holding a pair of the shoes, with lighting and composition drawing comparisons to KKK imagery. Critics also noted the dangling shoes resembled lynching victim imagery. In response, Converse stated: "We’re sorry. We understand why this image is deeply upsetting and recognize that we got this wrong." The company confirmed it had removed the ad from all platforms and was working to eliminate it from all appearances.
The campaign included a second image showing models climbing a ladder to reach shoes hanging from a tree branch, which also drew criticism for perceived racial insensitivity. Converse did not address this specific image in its initial statement but confirmed both ads were part of the same promotional effort.
Public and professional reactions
The backlash prompted responses from public figures and social media users. Civil rights attorney Lee Merritt criticized the oversight, stating on social media: "An apology doesn't undo what got past legal, marketing and leadership at every step. Do better means catching this before it airs, not after we're offended." Educator Kendall C. Peacock, who posted a video questioning the ad’s approval process, remarked: "Deliberate racist intent hasn’t been established yet, but that doesn’t erase the impact." Photographer Stephanie Schwartz suggested the imagery was intentional, stating on social media: "Shadow, light, and composition. Every photographer can tell you, whoever did this ad knew EXACTLY what they were doing."
Some consumers expressed outrage, with one social media user vowing to never wear the brand again after 20 years of loyalty. Others questioned how the ad passed internal reviews, with one comment reading: "Like this imagery was cool and made it through all levels of the company and everyone said 'yes'?"
Company background and prior incidents
Converse, which operates under Nike, has faced scrutiny in recent weeks for another promotional campaign that some deemed racially insensitive. The company did not address this in its statement but confirmed the latest ad was the subject of the backlash.
The company’s apology emphasized its commitment to addressing the issue, stating: "This should not have happened and we will do better."