Converse has apologised and withdrawn a video campaign featuring K-pop singer Karina after users linked its imagery to the Ku Klux Klan.
The American footwear brand launched the advertisement in early September on social media to promote its new Chuck 70X sneaker model. In the video, the singer poses with a pair of the shoes held by their laces.
Online users quickly pointed out that a conical beam of light cast across Karina's white skirt resembled a pointed hood comparable to those worn by the white supremacist secret society. The group has been held responsible for the deaths of thousands of African Americans since its creation in 1865.
The marketing partnership with Karina, a member of the South Korean music group Aespa, was intended to refresh Converse's image and reach new consumers. The company had previously reported a significant annual drop in sales in June.
Corporate apology and political reaction
Following several days of mounting criticism online, Converse management published an official statement at the end of the week offering an apology. The company said it understood how deeply disturbing the image was, recognized that it had made a mistake, and stated that the incident should never have happened.
The footwear maker also confirmed that it had removed the video campaign from all of its official communication channels.
However, the decision to pull the commercial failed to satisfy critics, including Representative Troy Carter, a Democrat from Louisiana. In a statement, Carter said Black suffering was not an advertising tool and argued that the company could not simply delete the media, offer a polite apology, and move on.
Carter added that the public deserved to know how the oversight occurred, who was responsible, and what steps Converse planned to take next.
History of the Converse brand
Converse was founded in 1900 in the United States and built its global reputation around athletic footwear, becoming famous for its rubber-soled canvas shoes. The brand was popularised by Chuck Taylor, a basketball player who helped refine the product and gave his name to its emblematic sneaker model.
From the 1950s onward, Hollywood film star James Dean and rock legend Elvis Presley helped popularise the sneakers among new generations of fans. The high-top canvas footwear subsequently became an enduring staple of American youth culture, streetwear, and casual fashion.
In 2003, sportswear giant Nike acquired Converse for nearly 270 million dollars. Under Nike's ownership, the Massachusetts-headquartered brand has frequently partnered with high-profile musicians and artists, including Pharrell Williams, Santigold, and Strokes frontman Julian Casablancas.
Context of the controversy
The Ku Klux Klan is a white supremacist hate group formed in the United States in 1865 following the American Civil War. Members historically wore distinctive white pointed hoods and robes to conceal their identities while terrorising Black communities across the country.
Karina, whose real name is Yu Ji-min, is the leader of Aespa, a popular four-member South Korean girl group established in 2020 by SM Entertainment. The group has achieved major chart success in the global K-pop industry, leading international brands to seek commercial partnerships with its members.
