Backlash Over Chuck 70 X Promotional Image
The controversy began after American footwear brand Converse posted a promotional photograph on its Instagram account to launch the Chuck 70 X sneaker. According to coverage by Yahoo, the image featured a figure in white carrying a pair of sneakers, illuminated by a white Converse star, with a pair of shoes dangling nearby. Social media users almost immediately condemned the composition. According to the BBC, critics argued that the lighting and shape of the white star resembled a Ku Klux Klan member’s white pointed hood, while the dangling footwear was compared to an image of a lynching victim. The post drew widespread condemnation across platforms, with Chicago-based photographer Stephanie Schwartz posting on Threads, as cited by Yahoo, that “Shadow, light, and composition. Every photographer can tell you, whoever did this ad knew EXACTLY what they were doing.”
Converse Apology and Removal of the Ad
Converse responded to the public outcry by removing the photograph from its social media channels and initiating steps to clear it from other platforms, according to reports by the BBC. In an apology issued on Friday, September 18, and cited by both the BBC and Yahoo, the company stated, “This should not have happened and we will do better.” The statement added, “We’re sorry. We understand why this image is deeply upsetting and recognize that we got this wrong.” The swift removal and direct admission follow days of intense scrutiny from online commentators over the visual execution of the sneaker promotion.
