<p><span style="font-weight: 400;">Despite ongoing customer boycotts against </span><a href="https://www.dailywire.com/topic/bud-light"><span style="font-weight: 400;">Bud Light</span></a><span style="font-weight: 400;"> and a new controversy with </span><a href="https://www.dailywire.com/topic/target"><span style="font-weight: 400;">Target</span></a><span style="font-weight: 400;">’s latest Pride Month push, outdoor sports gear brand The North Face just debuted an over-the-top “</span><a href="https://www.dailywire.com/topic/pride-month"><span style="font-weight: 400;">Summer of Pride</span></a><span style="font-weight: 400;">” promotion on social media.</span></p>
<p><span style="font-weight: 400;">As of Wednesday afternoon, </span><a href="https://www.dailywire.com/topic/instagram"><span style="font-weight: 400;">Instagram</span></a><span style="font-weight: 400;"> comments were still turned on for the post. The video clip features drag queen and self-described environmentalist and community organizer Pattie Gonia. The influencer co-founded the non-profit organization The Outdoorist Oath.</span></p>
<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/reel/Csl3BZINw7v/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14">
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<p><span style="font-weight: 400;">The video promo boasted that the event “Summer of Pride” would include “hiking, community, art, lesbians” and “lesbians making art.” The company sponsored the same event last summer in multiple cities.</span></p>
<p><span style="font-weight: 400;">This year, Summer of Pride will be visiting Atlanta and Salt Lake City. </span></p>
<p><span style="font-weight: 400;">“Nature lets you be who you are, so, for the second year in a row [North Face] is hosting Summer of Pride together with [Pattie Gonia] (they/she) to celebrate you and all the beautiful ways you get outside,” the post caption says.</span></p>
<p><span style="font-weight: 400;">“And because we believe that exploration can take many shapes and forms, we’re making these events so much more than just a hiking tour. We’ll have workshops, panels and activities for all individuals who love to be outside,” it says.</span></p>
<p><span style="font-weight: 400;">Commenters had mixed reactions to the video.</span></p>
<p><span style="font-weight: 400;">“Sexual preference doesn’t need to be showcased in every single brand to sell stuff,” one person wrote.</span></p>
<p><span style="font-weight: 400;">“Y’all gonna learn reallllll quick. You push an agenda that goes against THE MAJORITY OF your customers values, you gonna lose customers. You’re digging your own grave that’s what doesn’t make sense to me,” another user wrote.</span></p>
<p><span style="font-weight: 400;">An official North Face Instagram account, The North Face Trail, addressed the negative comments in the thread.</span></p>
<p><span style="font-weight: 400;">“We recognize the opportunity our brand has to shape the future of the outdoors and we want that future to be a more accepting and loving place,” the statement said. “We’re partnering with Pattie because we believe the outdoors are for everyone.&#8221;</span></p>
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<p><span style="font-weight: 400;">“The North Face online community is designed to be a safe, positive and inclusive environment. It’s why we have a zero-tolerance policy against racist, discriminatory, threatening, abusive, harmful, vulgar or attacking social media comments, which will be removed immediately,” it continued with a link to the company’s zero-tolerance policy.</span></p>
<p><span style="font-weight: 400;">The video subject, Pattie Gonia, also addressed the backlash in the thread. “i realize for some of y’all this might be the first time you’re seeing someone in drag so i thought i’d explain a little,” the influencer wrote.</span></p>
<p><span style="font-weight: 400;">“you might be thinking to yourself- why do you do this? well, drag is an art form i use to celebrate femininity, have FUN and bring community together. i do what i do to diversify the outdoors and make the trails a more welcoming space for everyone- especially people who have been left out and don’t feel welcome. i don’t expect you to understand what i/we do but i do ask that you respect it.” </span></p>

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The North Face Debuts ‘Summer Of Pride’ With Campy Drag Video Amid Ongoing Bud Light, Target Backlash

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The North Face Debuts ‘Summer Of Pride’ With Campy Drag Video Amid Ongoing Bud Light, Target Backlash