The Pride collection even sparked a


new rap song. Boycott Target reached the top of iTunes’ most popular charts after its debut. Rapper Forgiato Blow master-


minded the track, which features artists Jimmy Levy, Nick Nittoli, and Stoney Dudebro, in response to Target’s Pride-themed clothing for children.


“Attention all shoppers, there’s a


cleanup on every aisle. Target is target- ing your kids,” Blow raps in the song’s opening line. He also takes a jab at Bud Light


in the music video, in which he can be seen carrying stacks of Bud Light through Target. The fallout from the Pride-themed merchandise sent Target stock sliding to its lowest point since 2020. By the end of May, the company


had suff ered its longest losing streak in the market since November 2018. The company’s market capitaliza- tion tanked to $61.6 billion, which is 17% lower than it was before the controversy, and was downgraded by JPMorgan Chase & Co. in June.


“They are forgetting what their competitive edge is. My advice to any


company is to know your customer.” — Adam Rizzieri, Dallas-based marketing expert


KOHL’S Consumers also turned their backs on Kohl’s after its Pride collection gar- nered a similar boycott to the one aff ecting Target. Consumers expressed


concern over a “Baby Sonoma Community Pride” bodysuit set for 3-, 6-, and 9-month-old infants. Printed on the onesie is an image


of a lesbian couple with a dog and three children, including a young boy in a wheelchair. One of the adults is waving a Pride fl ag. Other controversial items in the


line included a “Love Is Love” ban- ner, towels, bibs, candles, shorts, and pillows. There are also shirts adorned with slogans such as “Be Proud” and “Ask Me My Pronouns.” The public response to the collection led Kohl’s stock to tumble about 5%.


THE NORTH FACE After The North Face debuted its “Sum- mer of Pride” social media campaign featuring drag queen Pattie Gonia, its sales swiftly fell off a cliff . In a video for the campaign, Gonia


is sporting rainbow North Face gear and makeup and identifi es himself as “a real-life homosexual.” He invites consumers “to come out . . . in nature with us!” Shares for the outdoor apparel com- pany’s parent company, VF Corp.,


dropped more than 3% just 24 hours after the campaign launched. Since then, the company’s stock has continued to decline.


Fox News reported that The


North Face initially was selling chil- dren’s apparel as part of the new Pride collection; however, the items were later removed from the brand’s website. They were still available for sale online through Dick’s Sport- ing Goods. The North Face defended its cam-


paign, noting Gonia launched a simi- lar series last year. “The North Face has always believed the outdoors should be a wel- coming, equitable, and safe place for all,” a spokesperson told Fox News. “The ‘Summer of Pride’ series, now in its second year, has helped foster a more accessible and welcoming envi- ronment for individuals from all back- grounds to gather and experience the joy of the outdoors.”


PETSMART


Many pet owners are not fans of the “You Are Loved” collection featur- ing Pride-themed clothing


for


four- JULY 2023 | NEWSMAX 11


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