In the ever-evolving terrain of brand activism, few companies have been as bold in embracing inclusivity as The North Face. In 2023, the outdoor apparel brand doubled down on its commitment to LGBTQ+ visibility with a vibrant, unapologetic “Summer of Pride” campaign featuring drag queen and environmentalist Pattie Gonia. The result? A cultural flashpoint that sparked admiration, controversy, and a heated debate about where the line between marketing and social responsibility lies.
This wasn’t The North Face’s first foray into inclusive advertising. In fact, the campaign was a follow-up to a similar initiative launched in 2022. But in the politically charged climate of 2023—where identity, visibility, and corporate virtue signaling became lightning rods for controversy—the campaign didn’t just make a splash. It triggered a wave.
Let’s unpack the story behind the campaign, the backlash that followed, and what this means for brands navigating the intersection of commerce, culture, and conscience.
The Campaign: Nature Is for Everyone
At its heart, the “Summer of Pride” campaign was a love letter to the LGBTQ+ community and to the great outdoors. By teaming up once again with Pattie Gonia—real name Wyn Wiley—a queer environmentalist and drag queen known for hiking in heels and turning trailheads into runways, The North Face wanted to reframe nature as an inclusive space. Not just for rugged adventurers or Instagram climbers, but for everyone.
The central message? “Come out… in nature.”
With this simple yet layered call-to-action, the campaign encouraged individuals to embrace both their identities and the wilderness. It featured content across social media, video segments, and community events planned throughout the U.S., all designed to promote joy, pride, and sustainability. There was color, there was sass, there was camp. And yes—there was backlash.
The Backlash: Pride Meets Politics
Within days of the campaign launch, conservative pundits pounced. Critics accused The North Face of alienating customers, with online commentators likening the campaign to Bud Light’s ill-fated collaboration with transgender influencer Dylan Mulvaney. Calls for boycotts erupted. Accusations of “grooming” were flung. And Pattie Gonia, the campaign’s radiant centerpiece, became a target of hateful rhetoric.
At the core of the backlash was a predictable talking point: that brands should “stick to selling products” and avoid “divisive social agendas.” But as anyone familiar with modern marketing knows, the idea that brands can—or should—remain apolitical is a relic of the past. In today’s landscape, silence often speaks louder than a slogan. And neutrality? That’s just another position.
The Brand Response: Standing By the Message
The North Face didn’t back down. In a statement, the company reaffirmed its dedication to inclusivity and equity, stating:
“We believe the outdoors is for everyone. We’re proud to support our LGBTQ+ employees, athletes, and customers. Our Pride campaign is about fostering belonging and celebrating diversity.”
Pattie Gonia also responded publicly, making it clear that visibility matters now more than ever. “If you’re mad about a drag queen in the outdoors,” she quipped in one video, “you’re not paying attention to real threats to nature.”
For Gonia, the intersection of queer identity and environmental advocacy is not just performative—it’s personal. She’s spent years advocating for greater representation in environmentalism and outdoor spaces, where queer folks have historically felt unwelcome or unsafe. Her collaboration with The North Face wasn’t just about visibility; it was about reclaiming space.
The Broader Context: Rainbow-Washing or Real Allyship?
Let’s be honest: Pride campaigns are often a minefield for brands. Consumers are increasingly savvy and can smell performative allyship from a mile away. Slapping a rainbow on a logo for June and calling it a day won’t cut it anymore.
But The North Face, for all its glitter and glam, did more than that. This campaign wasn’t a one-off moment. It was part of a larger partnership with Pattie Gonia and tied to year-round initiatives around diversity and sustainability. The events weren’t just photo ops—they were actual community-building experiences.
Still, critics raised valid questions: Are brands like The North Face truly committed to these values, or are they capitalizing on a moment? Can a campaign be both a commercial success and a cultural statement?
The answers aren’t always neat, but perhaps they don’t have to be. In this case, The North Face didn’t just light up its logo in rainbow hues; it gave the mic—and the trail—to someone who lives and breathes these values.
The Lesson for Marketers: Purpose Comes with a Price Tag
Here’s the rub: when brands take a stand, they will face resistance. But that doesn’t mean they shouldn’t do it. In fact, the most impactful campaigns often attract both fans and critics—precisely because they touch something deeper than product features or seasonal discounts.
For brands considering similar campaigns, The North Face’s example offers a few takeaways:
- Authenticity wins: This wasn’t a gimmick. The campaign aligned with the brand’s broader values and included real community involvement.
- Representation matters: Choosing Pattie Gonia was more than a casting choice—it was a message about who belongs in the outdoors.
- Prepare for pushback: Any campaign with a strong social message needs a crisis comms plan. The North Face had one and stuck to it.
- Don’t retreat: The worst thing a brand can do is panic and pull back under pressure. The North Face held the line.
What This Means for the Industry
As the advertising industry continues to grapple with inclusion, identity, and influence, campaigns like “Summer of Pride” mark an inflection point. We’re past the point of debating whether brands should engage with social issues. The real question is how they do it—and how they back it up when the going gets tough.
The North Face, love it or loathe it, put its logo where its mouth is. The campaign may not have pleased everyone, but it sparked conversation, brought visibility to queer outdoor enthusiasts, and reminded us all that the trails, the forests, and the skies above are not reserved for the few—they’re for everyone.
And if a drag queen in a wig and hiking boots is what it takes to remind us of that? Then it’s a walk well worth taking.
Conclusion: Come Out, Come Proud, Come Prepared
The “Summer of Pride” was more than a marketing moment. It was a statement, a celebration, and yes—a risk. But it’s exactly these types of bold moves that can shift the narrative and expand what’s possible for brands, for communities, and for the industry at large.
Because in a time when the cultural climate feels as unpredictable as actual weather patterns, it’s refreshing to see a brand not just follow the forecast—but make its own trail.