# How Converse's global ads became a cultural crisis

> Two offensive images in eleven days exposed the dangers of decentralized creative approval across borders and markets.
- Title: How Converse's global ads became a cultural crisis · Adweek
- Summary: Two offensive images in eleven days exposed the dangers of decentralized creative approval across borders and markets. Global brands need centralized…
- Keywords: converse, nike, global advertising, cultural sensitivity, brand crisis, aespa, karina, creative approval process, marketing risk, racial imagery, advertising misstep, Converse's
- Source: Adweek — https://adweek.com/brand-marketing/too-many-cooks-spoiled-converses-global-ad-rollout
- Author: Nataly Kelly
- Published: 2026-09-21T11:40:30+00:00
- Read time: 1 min
- Topics: converse, nike, global advertising, cultural sensitivity, brand crisis, aespa, karina, creative approval process, marketing risk, racial imagery, advertising misstep
## Converse's ambassador moment turned dark
Converse posted an ad featuring K-pop star Karina, the brand's new global ambassador, that was quickly called out as resembling a lynching. A second offensive image followed eleven days later.

> One such image is an accident. Two in eleven days, from two teams, across this many countries, signifies a global business process challenge.
## Too many cooks, too many borders
The campaign involved a Boston-based brand, a Danish creative partner, a Korean ambassador on a world tour, and multiple market channels. Each added layers of people with no shared cultural context.
## Partners multiply the risk exponentially
Third-party collaborators like the Danish brand Palmes bring their own creative teams, references, and approval processes. Add an ambassador mid-tour and local market channels, and accountability disappears.

> The number of people involved in execution goes up. The number who feel personally responsible for the impact goes down.
## The concept deck and the live image diverge
CMOs approve concepts, but local teams and partners select final frames. The approved deck and the image that actually goes live are often two different things.

> The deck that gets signed off and the image that goes live on Converse Mexico's Instagram are two different artifacts.
## America's racial history doesn't translate
A white triangle means nothing in most of the world. In America it evokes the KKK hood. Without cross-border consumer testing, local teams create global brand risk without realizing it.

> A white triangle means nothing in most of the world. In America it means a KKK hood.
## Test concepts early, across all markets
Global CMOs should test creative at the concept stage with multiple markets and audiences, not after launch. Include partner and influencer work. Flag any mention of violence or hate symbolism for immediate human review.
## Global brands can build real loyalty
K-pop group aespa built incredible loyalty across a diverse, international audience willing to pay for their brand. Multinational companies like Nike and Converse can do the same with better processes.
## Key takeaway

Global brands need centralized cultural review at the concept stage, testing creative with multiple markets before launch, not after.