# Stop demanding apologies for accidents

> Brands are apologizing for unintentional mistakes with such speed and intensity that the practice has become absurd.
- Title: Stop demanding apologies for accidents · Adweek | Shortify
- Summary: Brands are apologizing for unintentional mistakes with such speed and intensity that the practice has become absurd. Not every mistake requires a public…
- Keywords: converse, nike, aespa, karina, oxford united, ed sheeran, brand apologies, social media backlash, crisis management, cancel culture, advertising mistakes, Stop
- Source: Adweek — https://adweek.com/brand-marketing/from-converse-to-ed-sheeran-lets-end-these-tedious-apology-tours
- Author: Mark Ritson
- Published: 2026-09-21T13:07:10+00:00
- Read time: 1 min
- Topics: converse, nike, aespa, karina, oxford united, ed sheeran, brand apologies, social media backlash, crisis management, cancel culture, advertising mistakes
## Converse's accidental controversy
On September 3rd, Converse posted an ad featuring K-pop star Karina in a white skirt holding Chuck 70s. Two weeks later, people online claimed the spotlight's edge resembled a Klan hood and the shoes looked like a body.

> Lynching is not a creative concept. The Ku Klux Klan is not an aesthetic.
## The apology came immediately
Converse apologized within a day and pulled the campaign. But that wasn't enough for Louisiana Congressman Troy Carter, who demanded a public explanation of how the images passed approval.
## Oxford United's 9/11 mistake
The English football club released a college-style jersey with UNITED and 93 on September 11th, the 25th anniversary of 9/11. The range was pulled within two hours, but the club still issued a full apology a week later.
## Ed Sheeran apologizes for nothing
Before performing in Philadelphia, Ed Sheeran apologized to 60,000 people for a rapper's politics, a stadium owner's ban, and a promoter's decision. He was apologizing for things he didn't do and doesn't control.

> I am making mistakes and I'm so, so sorry.
## The apology industrial complex
Crisis management, cultural fragmentation, and social media have created a system where innocent people must apologize just to survive. Converse, Oxford United, and Ed Sheeran all did nothing wrong but still had to grovel.
## A correction is enough
Real harm done deliberately deserves an apology and consequences. But unintentional mistakes need only a correction. Saying we've withdrawn it is a complete sentence.

> We've withdrawn it is a complete sentence.
## Key takeaway

Not every mistake requires a public apology. A quick correction is often enough.