Converse pulled its Chuck 70 X ad after critics read a Klan hood and a lynching into it
The sneaker brand yanked a campaign image of the K-pop star Karina and apologized after viewers said the spotlight behind her outlined a Klan hood and the way she held the shoes evoked a lynching. Converse said, plainly, that it got this wrong.
Beam Me Over ↓
Converse has pulled a campaign image for its Chuck 70 X sneaker and apologized after a wave of criticism that the picture evoked Ku Klux Klan and lynching imagery. The image, posted to the brand’s Instagram, showed the K-pop star Karina standing under a star shaped spotlight in a calf length white skirt, holding a pair of black high tops.
What people saw
Two readings drove the backlash. Viewers said the pale spotlight behind Karina resembled a pointed Klan hood, and that the way the sneakers hung from her raised hand evoked a lynching. Once those interpretations took hold they spread within hours, amplified by Karina’s large fandom, and the picture went from a product post to a brand crisis.
At a glance
- The campaign
- Converse Chuck 70 X, an Instagram image featuring K-pop star Karina
- The two readings
- A star shaped spotlight seen as a Klan hood; the held shoes seen as lynching imagery
- The response
- Converse apologized, called it “deeply upsetting,” and removed the image
- The pattern
- A genuine misfire, pulled fast, not an ad courting outrage for reach
What Converse said
The company did not try to explain the image away or ride the attention. In a statement it said: “We understand why this image is deeply upsetting and recognize that we got this wrong. 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.”
Where this fits
This is the core of our beat: an ad that becomes the story. Unlike the campaigns that court outrage on purpose, this reads as a genuine misfire, which is why the response was retreat rather than doubling down. We break that choice down in a companion piece on why Converse pulled it so fast.
