Hold Our Jacket And See It To Believe It: The North Face Launches New "Summer Of Pride" Campaign With This Controversial Spokesperson

The company has featured drag queen Pattie Gonia in a video and is advertising a "Summer of Pride."

In the video, Pattie Gonia introduces herself as a "real-life homosexual" and invites viewers to join The North Face in nature. "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," the drag queen said. The ad concludes with an invitation to "come outside and celebrate the beautiful LGHGTV community."

The North Face has announced that there will be a Summer of Pride event in Salt Lake City, Utah, in July and in Atlanta, Georgia, in September. This marks the second year the brand has worked with Pattie Gonia to promote the LGBT movement.

May 25, 2023

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Last year, Pattie Gonia was enlisted by the National Audubon Society to promote climate alarmism in a video where the drag queen was seen wearing a winged costume. In the video, Pattie Gonia said, "Nature lets you be who you are, even gay. We're traveling all the gay across America, and everyone's invited."

The North Face's promotion of the LGBT movement is not new. In 2019, the company donated $1 million to The Trust for Public Land to support the creation of an LGBTQ+ inclusive park in San Francisco. The park was named after Gilbert Baker, the rainbow flag creator. The North Face also released a "Pride" collection of clothing and accessories in 2019.

The North Face's support for the LGBT movement is part of a more significant trend of corporations promoting social and political causes. While some consumers appreciate this activism, others have criticized it as a form of "woke capitalism."