The North Face Doubles Down On LGBTQ+ Support After Backlash For Its Ads
By Nicole Rodrigues, 26 May 2023
For the second year running, The North Face is showing solidarity with the LGBTQ+ community by pushing out advertisements under its Summer of Pride campaign.
This year’s spot features drag queen Pattie Gonia as the face of the campaign. The YouTube and social media advertisement demonstrates the performer out in nature, dressed as a tent in one video and colorfully clad in another, asking the viewer to “Come out… in nature with us.”
The spot didn’t stick the landing with conservative consumers, who complained that the brand was pushing propaganda onto the public. According to Forbes, Rep. Marjorie Taylor Green (R-Ga) stated that the advertisement was “sexually targetting” children.
The North Face is the latest company on a growing list that has recently been under fire for expressing support. Previously, people threatened to boycott Bud Light for putting trans-TikTok star Dylan Mulvaney as the star of its campaign. Similarly, Miller Lite introduced a project that took old sexist marketing materials and turned them into fertilizer for beer and was deemed as controversial. However, the company eventually spoke out against the claims and said it stood by the message.
As stated in the Forbes report, Target also recalled items from its Pride collection after backlash from the public.
Per The Drum, The North Face has said that establishing a community and opening the outdoors to everyone is part of its values and will continue to stand with people who support its vision for inclusivity. On that note, it is also releasing a line of rainbow-themed clothes in partnership with different LGBTQ+ organizations worldwide.
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