Converse apparently wanted everybody talking about its new sneakers, but probably did not expect the internet to start debating the Ku Klux Klan and the history of lynching instead.
The footwear giant is facing backlash over an advertisement promoting its Chuck 70 X sneaker after social media users noticed that the image can be interpreted as looking disturbingly similar to a KKK hood positioned above dangling shoes, evoking the painful imagery associated with the lynching of Black people in America. According to The Washington Post, the original post featured a figure in white carrying sneakers, while an uncropped version circulating online made the resemblance even more noticeable.
However, the question begs, is the advertisement actually racist, or are people seeing an unfortunate visual resemblance that Converse never intended?
Looking at the image, it is not difficult to understand why some people made the connection. The pointed white shape and the sneakers hanging below it create an association that is particularly disturbing given America’s history of racial terror. Chicago photographer Stephanie Schwartz argued on Threads that the shadow, lighting and composition were too deliberate to dismiss, suggesting that whoever created the image knew exactly what they were doing.
“Shadow, light, and composition. Every photographer can tell you, whoever did this ad knew EXACTLY what they were doing.
F*** you, @Converse.”
But there is a pretty significant difference between an advertisement looking like racist imagery and an advertisement intentionally using racist imagery. There is currently no public evidence establishing that Converse deliberately referenced the KKK, lynching or white supremacy. Converse also had not responded to The Washington Post’s request for comment when the story was published. Still, Converse apparently recognized that something had gone very wrong. The company removed the controversial image from several of its social media accounts and websites, although it reportedly remained visible on its Philippines website Friday.
How do you feel about the ad? Was Converse trying to sell sneakers with racist imagery? Was somebody in that creative approval process supposed to notice how this could be interpreted?
