The North Face, an American outdoor recreation products company, has jumped on the “Pride” bandwagon that nearly destroyed Bud Light.
On Wednesday the brand unveiled a “Summer of Pride” video campaign on Instagram featuring gay drag performer Pattie Gonia.
“Hi, it’s me Patti Gonia — a real-life homosexual. Today I’m here with the North Face, and we are here to invite you to come out in nature with us!” Gonia said in the video.
Watch:
Breaking: In a new ad, with clothing and apparel targeted to adults and kids, clothing company The North Face has a man in drag with a full mustache and mini dress promoting pride and telling viewers to “Come Out.”
This is the new normal. Every company will push this and… pic.twitter.com/pTtQrTxB0e
— Travis (@Travis_in_Flint) May 24, 2023
The caption for the video was loaded with pronouns.
“Nature lets you be who you are, so, for the second year in a row @thenorthface is hosting Summer of Pride together with @pattiegonia (they/she) to celebrate you and all the beautiful ways you get outside,” it read.
“Come join us and our friends: @jewslovetrees (he/him), @hilatheearth (she/her), @vasu_sojitra (he/him), @alisonmdesir (she/her),
@outdoorjournaltour (she/her), @wehiketoheal (she/her), @naturehealsher (she/her) @missmaryloupearl (she/they), @blakelmitchell (they/them), @lauramcgreen (she/her),” it continued.
The caption concluded with The North Face announcing that, in addition to hosting a hiking tour, it intends to “have workshops, panels and activities for all individuals who love to be outside.”
Sportskeeda states, “Alongside this event, the company has also launched a Pride-inspired collection of accessories and apparel made with recycled materials. This collection also includes children’s clothing, which seemed to have caused a stir on social media among conservatives.”
That’s putting it lightly.
Below is a screenshot of the brand’s children’s gear:
Not sure why north face wants to target children. But can we just stop trying to indoctrinate and go after children? is that so hard to ask? pic.twitter.com/4GXtYxiQEC
— JMReports (@JMReports0) May 24, 2023
In fairness to The North Face, this is in fact the second year in a row that the brand has run a “Summer of Pride” video campaign featuring Gonia.
“Nature lets you be who you are, even gay. Hi! Ladies and gentlemen, you are cordially invited to the ‘Summer of Pride’ with my friends at The North Face,” Gonia said in the brand’s 2022 video.
Watch:
If you own any clothes made by North Face, go ahead and burn them. pic.twitter.com/5rdWUBVSQn
— Stew Peters (@realstewpeters) May 25, 2023
That said, second year or not, the criticism the brand is now facing is heavy-duty.
Below is a small sample of it:
Guess North Face is out of my closet, Nike has been for a while so more room for someone less woke ♀️
— Mark Sullivan (@Sullie870125) May 24, 2023
I am getting really tired of being insulted as a women with these disgusting parodies. Who the hell thinks these attacks on women are okay?
— FreedomsMellowD (@melodylvegas) May 24, 2023
I just don’t get this sick and twisted thinking @thenorthface we used to have such respect for these companies and now for them to pander to the 0.005 % of the population that is inciting sexualization of our kids and perversion and violence against normality makes zero sense to…
— Terry (@TerryinSoCalif) May 24, 2023
@thenorthface My wife and I have spent the majority of our life’s in the backcountry. We are triple crowners and have met every shape size and country out on the trails and mountains. THIS is a abomination and an insult to the reality of the forest and trail lifestyle. More…
— Renaissance Warrior (@anton_luru) May 24, 2023
— 45TrumpsAll ❤️ (@funsizedspud) May 24, 2023
All this comes amid the fallout being experienced by Bud Light over its own embrace of “Pride.”
As previously reported, recently the beer maker sent transgender influencer Dylan Mulvaney a Bud Light can featuring his appearance. This move prompted massive anger, which in turn led to the stock of Bud Light’s parent company, Anheuser-Busch, collapsing.
By Thursday morning, the stock was at a measly $56.97 a year, down from a high of $67.01 recorded just weeks earlier.
Yet neither Bud Light nor The North Face is alone in embracing “Pride.”
So has Ford:
Ford released this ad just in time for gay pride month!!!!
Thank goodness I don’t drive a Ford!!! pic.twitter.com/9TuV01oo8g
— Graham Allen (@GrahamAllen_1) May 17, 2023
And so has Calvin Klein.
“A Calvin Klein ad from 2022 featuring a bearded transgender man in a sports bra before top surgery has gone viral — after Bud Light’s promotion with transgender influencer Dylan Mulvaney sparked a firestorm,” according to the New York Post.
“Bappie Kortram, a tattooed trans influencer from the Netherlands, wore a bra that read ‘This is love’ along with exposed underwear in the Calvin Klein Pride 2022 Campaign,” the Post reported Thursday.
Oh FFS Calvin Klein’s ‘Bud light moment?’ Ad featuring trans man who’s not had top surgery modelling a bra sparks backlash
Go woke Go broke !! pic.twitter.com/ZuLrfzIrst— MR_Sneekyhen (@Sneekyhen2) May 25, 2023
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V. Saxena is a staff writer for BizPac Review with a decade of experience as a professional writer, and a lifetime of experience as an avid news junkie. He holds a degree in computer technology from Purdue University.
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