Converse removes controversial sneaker ad after KKK and lynching comparisons

Key points

• Converse removed an advertisement for the Chuck 70 X sneaker after social media users claimed it resembled a Ku Klux Klan hood and a lynching victim.
• The company issued an apology, stating, 'We're sorry. We understand why this image is deeply upsetting and recognize that we got this wrong.'
• The controversial image featured K-pop star Karina of the group Aespa, who is the face of the campaign launched internationally on August 27.
• Critics noted that the lighting on Karina's white skirt created a triangular shape resembling a KKK hood, while the dangling shoes looked like the feet of a hanging victim.
• A separate image from a Converse x Palmes campaign also drew criticism for depicting shoes hanging from a tree, which users linked to historical lynching imagery.

Background

This incident follows a series of earlier reports from our archive detailing the initial backlash and Converse's subsequent apology. The brand has a history of collaborating with Black athletes and entertainers, including Michael Jordan and Tyler, The Creator, which contrasts with the current controversy.

How outlets are covering it

The Independent and The Washington Post focused on the immediate removal of the ad and the specific visual elements that triggered the backlash, such as the 'pointed hood' and 'dangling feet.' BBC reported on the company's apology and the removal of the image from social media channels. WWD provided additional context by highlighting a second, separate image from a Converse x Palmes campaign that also drew criticism for depicting shoes hanging from a tree, linking it to historical lynching imagery. All outlets agreed that the backlash was severe and that Converse's response was an apology and removal of the content.

Why it matters

The incident highlights the risks of visual ambiguity in advertising and the power of social media to hold brands accountable for perceived racial insensitivity. It also underscores the ongoing sensitivity surrounding historical racial violence in the United States and how modern marketing can inadvertently evoke these traumas.

What to watch

Converse is working to remove the controversial images from all platforms where they appeared. The brand has pledged to 'do better' in future campaigns. There is no indication of further legal or regulatory action, but the incident may impact the brand's reputation and marketing strategies.