An ad called “The North Face’s Pride Summer” is causing controversy online.
The video, which has been viewed more than 3 million times, shows a man dressed as a drag queen who immediately introduces himself as “Patti gonia,” referring to the popular Patagonia brand.
“Hi, it’s me, Patti Gonia, a real-life gay man,” he said with a smile. And today I’m here to invite you to go outside!” he adds, referring to coming out of the closet.
Alongside the Instagram video, the company explained its motives.
“Nature lets you be who you are, so for the second year in a row @thenorthface is hosting the Summer of Pride in partnership with @pattiegonia (de) to celebrate you and all the beautiful ways you leave your home,” may we Read.
Photo taken from Instagram | The North Face
Several internet users have expressed their dissatisfaction.
“Guess what, the North Face came out of my closet,” one commented.
Photo taken from Instagram | The North Face
“Who stays awake goes bankrupt,” wrote another, playing on the homophony between “awake” and “broke.”
The North Face responded to the user: “We recognize the opportunity our brand has to shape the future of the outdoors, and we want the future to be a more accepting and loving place.”
Photo taken from Instagram | The North Face
The company has no intention of backing down its advertising campaign, even though several internet users are threatening to boycott the brand.
