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Opinion

The North Face Re-Ups Partnership With Drag Queen: Did They Not Learn From Bud Light?

With all the controversy about companies going “woke,” you might think it would be a good year to rethink your “Pride” plans. But outdoor apparel company The North Face has decided to ignore the warning signs and go…

Bradley Cortright·May 24, 2023·3 min read

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With all the controversy about companies going “woke,” you might think it would be a good year to rethink your “Pride” plans.

But outdoor apparel company The North Face has decided to ignore the warning signs and go “full Bud light.”

On Tuesday, drag queen Pattie Gonia posted on Instagram, “For the second year in a row… has teamed up with… (they/she).”

“Join us for the Summer of Pride and get in on this party,” the post added.

Conservative author Oli London shared an ad from The North Face for its “Summer of Pride” — a series of events meant to celebrate the LGBTQ+ community — and it is truly something. It is hard to believe this is a real ad and not a parody.

It starts with the drag queen stating, “It’s me Pattie Gonia, a real-life homosexual. And today, I’m here with The North Face. We are here to invite you to come out… in nature with us… We like to call this little tour the ‘Summer of Pride.'”

“This tour has everything: hiking, community, art, lesbians, lesbians making art. Last year, we gay sashayed across the nation and celebrated pride… This year we’re back again,” the ad continued.

Watch the video below:

This is the second year of The North Face holding this event, so clearly it believes it went well.

However, you might think that after the backlash Bud light

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The North Face Re-Ups Partnership With Drag Queen: Did They Not Learn From Bud Light? — IJR

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faced, this just is not the right year to continue its “Summer of Pride.”

Bud light produced a commemorative can for transgender influencer Dylan Mulvaney, who then shared a post about it on Instagram. After Mulvaney’s post, conservatives expressed outrage and a boycott movement was launched in April.

More than a month later, the beer brand is still seeing a domestic dip in sales. And it has reportedly offered to buy back unsold beer from wholesalers once it expires.

Meanwhile, Target announced on Tuesday it was pulling some of its controversial “Pride” themed products as conservatives called for a boycott of the company.

Right now, conservatives are alert and looking for the companies going “woke.” They found out they have the power to make a difference. And they are primed to make them pay for pushing progressive social values after the Bud light incident.

The decision to re-up its partnership with a drag queen this year is a bold move for The North Face. Let’s see how it turns out for them.