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Converse has pulled a social media advertisement and issued a public apology after the image drew widespread criticism for containing imagery linked to the Ku Klux Klan and lynching. The backlash erupted quickly online, forcing the Nike-owned sneaker brand to act.
The Advertisement That Sparked Outrage
The Instagram post featured K-pop singer Karina holding a pair of Chuck 70 X sneakers while wearing a skirt. Critics pointed out that lighting on the garment created a white triangular shape resembling a KKK hood. Many also noted that the dangling sneakers appeared to evoke the image of a lynching victim.
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The response online was swift and intense. Many users called for the dismissal of staff involved in approving the ad. Others demanded a boycott of Converse. A recurring question across social media was how the image passed through the company’s review process before going live. However, some commenters defended the brand, arguing the imagery was unintentional.
Converse responded by removing the post from its channels and working to eliminate it from all other platforms where it appeared. In a statement to Global News, the company offered a direct apology. “We’re sorry,” the statement read. “We understand why this image is deeply upsetting and recognize that we got this wrong. This should not have happened, and we will do better.” The Boston-based company did not provide further details about how the advertisement received approval.
Karina and her management company, SM Entertainment Group, did not immediately respond to messages sent through their Instagram accounts.
A Pattern of Advertising Controversies
The Converse incident is the latest in a series of advertising missteps by major brands and their celebrity partners. Several high-profile campaigns have recently drawn significant public criticism.
Earlier this month, actress Sydney Sweeney faced backlash after appearing in a commercial for Novig, a U.S. prediction market company. The ad showed Sweeney posing with sports equipment and sitting unclothed on a basketball hoop. Critics widely condemned the advertisement for sexualizing women’s sports. Novig CEO Jacob Fortinsky addressed the controversy at the Front Office Sports Asset Class conference in New York on September 15. He said the company is “hugely supportive of women’s sports” and insisted the ad was not intended to portray female athletes. “Sydney is an actress, the biggest movie star in the world,” he said. “That is the story she was communicating.” Fortinsky also noted that Sweeney played a significant role in shaping the creative direction of the commercial.
Sweeney also faced criticism last year over an American Eagle campaign with the tagline “Sydney Sweeney has great jeans.” Many viewers interpreted a line in the ad — where she discussed how genes determine traits — as echoing eugenics messaging.
Last month, golf equipment maker Callaway deleted an advertisement produced with Good Good Golf after the video showed Good Good co-founder Garrett Clark shoving professional female golfer Alexis Miestowski to the ground. Clark then said, “Do not touch my new driver.” Viewers accused both companies of promoting violence against women. Callaway CEO Chip Brewer issued a statement calling the content “inappropriate” and said it did not reflect the company’s values. Good Good Golf also apologized, acknowledging the ad depicted actions that conflicted with its brand values.
Also last month, retailer Target removed a children’s Halloween costume from its shelves after critics said the garment evoked racist minstrel imagery. Target apologized for the product.
About Converse
Converse was founded in Malden, Massachusetts, in 1908. The company first released its iconic Chuck Taylor All Star sneaker in 1917 as a non-skid basketball shoe. In 1934, the brand added the signature of basketball player Chuck Taylor, who had actively promoted the shoe. Today, Converse operates as a subsidiary of Nike.
