Converse may have created one of its biggest advertising headaches in recent memory, but somewhere underneath all that controversy are two pairs of sneakers that still have a job to do: look good on your feet.
The brand recently came under fire over an image from its campaign starring aespa's Karina, who serves as a global ambassador for Converse. Critics said the photograph's lighting made part of her white skirt resemble a Ku Klux Klan hood, while the black sneakers dangling from her hand evoked lynching imagery. Converse removed the image and apologised, saying it understood why people found it deeply upsetting and acknowledging that it had got the image wrong.
So, can we strongly dislike an advertisement while still liking what it was supposed to advertise? In this case, the Chuck 70 X and Run Star Crush make a compelling argument for separating the shoes from the shoot. The ad may have seemed wrong, but the sneakers still look right.
The Ad Is Gone, but the Converse Controversy Isn't Yet
People across the internet were divided over whether the disturbing resemblance could have been intentional, but plenty agreed on one thing: someone should have caught it before publication.
Some commenters said they immediately saw what appeared to be a hanging figure, while others only noticed the supposed 'KKK' resemblance after it was pointed out. Several believed poor lighting and positioning were responsible rather than deliberate imagery. Others were far less willing to give a major American brand the benefit of the doubt.
There is no evidence that Karina was responsible for the campaign's creative direction, and Converse has not said the imagery was intentional. The company instead acknowledged that the photograph should never have been released.
The Chuck 70 X Doesn't Need Controversy To Get Attention
Take away the controversial photograph and the Chuck 70 X is pretty headline-worthy on its own.
Converse hasn't thrown its most recognisable silhouette into the bin and started again. Instead, the Chuck 70 X plays with the details. Dual-star accents give the familiar canvas sneaker a subtle update, while a tongue stabiliser helps keep things in place. It comes in both high- and low-top versions, with classic black and white among the available colourways.
In other words, it still looks unmistakably like the classic Chuck that goes with quite literally everything in our closets. It has simply raided the accessories drawer.
The Run Star Crush Goes Bigger
If the Chuck 70 X whispers its update, the Run Star Crush has no interest in tiptoeing onto the scene.
The familiar canvas upper sits on a chunky runner-inspired sole, giving the sneaker more height and attitude than the classic Chuck Taylor. Added padding brings some practicality to all that bulk, while versions extending beyond traditional black and white show just how far Converse is willing to stretch its old-school DNA.
The campaign understandably drew scrutiny, especially when an image can carry historical associations far beyond whatever its creators intended. However, admit it or not, bad advertising does not magically make a well-designed shoe become ugly.
Converse got the picture wrong this time. However, the sneakers might still be worth a second shot, because the crush that people have on these All Star designs is pretty extraordinary.
