Controversy at Converse: Nike pulls campaign after backlash over “KKK symbols”

The shoe brand Converse, part of sports giant Nike, has pulled an advertising campaign and issued an apology following a wave of criticism. According to critics, the images evoked associations with the Ku Klux Klan and lynching.

Another blow to the brand’s image

A K-pop star in a long white skirt and a pair of sneakers that appear to be dangling—for many Americans, the images from Converse’s latest online campaign triggered collective trauma. The uproar on social media was so intense that the shoe brand withdrew the campaign and issued an apology. The company stated that the images were not intended to be offensive but acknowledged the sensitivity of the subject.

For Converse, this marks another blow to its image, just as Kristin Bauer, the brand’s new Chief Operating Officer, is tasked with boosting sales and revitalizing the brand’s image. Bauer, a former executive at Foot Locker, took office on September 14 and reports directly to the COO of parent company Nike.

Once a symbol of youth, skate, and surf culture, Converse has been struggling for years to reconnect with consumers. The brand has recorded thirteen consecutive quarters of declining revenue, with the downturns accelerating in recent quarters.