American sneaker brand Converse has issued an apology following backlash over a social media advertisement that many users said evoked imagery associated with the Ku Klux Klan (KKK) and lynching. The company subsequently removed the ad after the criticism emerged online.

The controversial advertisement, posted on Converse’s Instagram account, featured K-pop singer Karina wearing a white skirt and holding a pair of black sneakers by her side. Some viewers expressed concern that the lighting on the skirt created a white triangular shape resembling a KKK hood, while the suspended shoes were interpreted as reminiscent of lynching imagery.

In response, Converse released a statement acknowledging the offense caused by the image. The company said it understood why the photo was upsetting to some and admitted that it had made an error in judgment. “This should not have happened and we will do better,” the statement read.

The ad was part of an international campaign launched on August 27 to promote the Chuck 70 X sneaker model by Converse. The company has not provided additional details regarding any changes to its future advertising review processes but has emphasized its commitment to avoiding similar issues.

Reactions on social media highlighted the sensitivity surrounding symbols that evoke racist and violent histories, underscoring the challenges global brands face in ensuring that imagery does not unintentionally evoke offensive connotations. Converse’s swift removal of the advertisement and public apology reflect an acknowledgment of the potential impact of such representations.

No further comments have been made by the campaign's featured artist, Karina, or her representatives regarding the controversy. The incident adds to ongoing discussions in the marketing industry about cultural awareness and the responsibilities companies have in crafting respectful advertising content.