Converse reportedly pauses social media ads, marketing after racism uproar
NKE•Converse reportedly told employees it is pausing all marketing this week after backlash over an ad criticized for evoking Ku Klux Klan and lynching imagery. Converse sales have fallen for 13 consecutive quarters, including a 34% constant-currency drop in the fourth quarter.
1. Marketing pause
Converse reportedly told employees it is pausing all marketing this week after an advertisement sparked outrage. The report cited a person familiar with the decision; Reuters said it could not immediately verify the report, and Nike did not immediately respond to a request for comment.
2. Ad backlash
Converse pulled the advertisement after public backlash last week and apologized, saying, “we got this wrong.” The ad showed the lower half of a person wearing a white, calf-length skirt-like garment and holding black sneakers; critics said the garment resembled a KKK robe. The images were part of a campaign for the Chuck 70 X sneaker, created with Karina of K-pop group Aespa.
3. Sales and scrutiny
The Congressional Black Caucus said it was “deeply disturbed and disappointed” by the campaign and would request a meeting with Nike executives. Converse sales have dropped for 13 consecutive quarters, most recently falling 34% on a constant-currency basis in the fourth quarter. Nike is set to report first-quarter earnings next week as CEO Elliott Hill tries to turn around the business; its shares have fallen more than 40% this year.
