An image meant to sell sneakers instead left Converse answering accusations that its campaign evoked some of the most recognizable imagery of racist violence in American history. The Chuck 70 X advertisement went viral after viewers said its lighting and composition resembled a Ku Klux Klan robe and the silhouette of a hanging body.
The image features Karina of K-pop group aespa standing in an oversized white skirt while holding a pair of Converse sneakers at her side. A pointed section of light cuts across the white fabric, which critics compared to a KKK hood. Because Karina’s arm is largely obscured by shadow, the shoes hanging from her hand also appeared to some viewers like two feet suspended above the ground.
The reaction spread rapidly across social media, with users questioning how the image survived the layers of approval involved in a major advertising campaign. Actress Yvette Nicole Brown was among those responding publicly. TheGrio reported that Brown reposted the image on Threads and wrote, “That’s a lynching, yes?” before adding, “AND a Klan robe. Damn, Converse.”
The controversy also brought renewed attention to another Converse campaign image featuring shoes hanging from a tree. The Washington Post reported that users circulated the separate photo while arguing that it made the imagery in the Karina advertisement even more disturbing.
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Converse Says It “Got This Wrong”
The mounting backlash prompted the sneaker company to apologize. Footwear News, via WWD, reported that it contacted Converse about the controversy and received a statement acknowledging the criticism.
“We’re sorry. We understand why this image is deeply upsetting and recognize that we got this wrong,” the company said. “We removed it from our channels and are working to remove it everywhere it appeared. This should not have happened, and we will do better.”
Converse had already started pulling the image from several platforms by Friday (Sept. 18). Further, Footwear News also reported that the image was still live on Converse’s Threads account when its story was published, despite the company saying it was working to remove the campaign everywhere it appeared.
Check out a few reactions to the Converse ad below.
