Bud Light and Target weren’t enough of a warning. Now The North Face has gone down that road. Their latest advertisement shows a drag queen asking us to go to a “party”. Customers are disgusted and taking their dollars elsewhere after the company released a “Summer of Pride” partnership with a Pattie Gonia. The drag queen isn’t wearing any North Face gear but instead sports heels.
This is not appropriate for North Face
A video also produced shows Pattie Gonia doing a multi-city tour and plays a bimbo, not knowing what nature is. “Hi, it’s me Pattie Gonia, a real-life homosexual. Today, I’m here with The North Face. We are here to invite you to COME OUT — in nature with us!”
The drag queen ended with saying that the company is “coming to a nature near you.” Commenters were appalled and said they were shopping for their gear elsewhere.
North Face should know their customer
This is not their customer. Comments included, “I love hiking in 6 inch platform heels while ensuring my thong is visible for everyone to see. North Face KNOWS their consumer.”
Somebody else added, “I am done with North Face. Just canceled all my orders. Will not support them again.” A formerly loyal customer said politics doesn’t belong in everything, “Not everything needs to involve identity politics. Outdoor brands seem to be chasing fringe demographics with marketing campaigns rather than focus on exceptional gear development, value over profit, and environmental impact – something that I am far more interested in.”
The North Face lost followers
A lot of the people leaving were ladies. One flatly wrote, “I hope your company tanks.” The comment area of YouTube sported baffled people that just wanted to buy outdoor gear but now were going elsewhere.
Adding gas to the fire, North Face is marketing a “super gay” jacket toward children. The North Face’s former customers pretty much said it all. This is another company that’s curiously chosen to mock the ladies by hiring a confused person to cosplay for them. The end result alienates customers. Their stock prices dropped four percent on Wednesday.
