In the wake of other brands facing backlash, North Face released a controversial ad featuring a drag queen dressed in their rainbow-themed outdoor gear. This bold move hasn’t gone unnoticed, sparking a consumer outcry. The popular outdoor apparel brand seems to have learned nothing from recent customer boycotts against companies like Bud Light and Target. The backlash is rooted in a belief that the ad campaign, coined the ‘Summer of Pride,’ contradicts the traditional family values held by many. This incident is another example of how brands are increasingly intertwining politics with commerce, causing a fissure in their customer base.

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