Following in the footsteps of woke Target and Bud Light, The North Face is facing a boycott for its new “Summer of Pride” ad that was released on Wednesday, featuring a drag queen named “Pattie Gonia.”

In an advertisement released on their social media, The North Face announced its “Summer of Pride” events, partnering with drag queen ‘Pattie Gonia’ who was featured in a new ad.

In the ad, Pattie Gonia is dressed in The North Face’s pride-themed apparel and frolicking in nature while telling people to attend the Summer of Pride events that will be happening across the U.S.

“Hi, it’s me Pattie Gonia, a real-life homosexual,” he said. “We are here to invite you to come out… in nature with us!”

“We like to call this little tour the Summer of Pride,” he continued. “This tour has everything: hiking, community, art, lesbians, lesbians making art.”

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Political commentator Robby Starbuck posted the ad on his Twitter, asking, “Can anyone explain how the heck this ad helps [The North Face] sell outdoor clothes?”

“They’re screaming at you to not buy their products if this violates your values. Accept their challenge,” wrote Starbuck. “The North Face is owned by the VF Corporation which also owns Supreme, Vans, and Timberland.”

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One Twitter user echoed Starbuck’s call for a boycott, saying, “What do these corporations think they will overwhelm people with this crap and we’ll just forget and continue doing business with them… It’s time for decent American’s [sic] to use OUR power of the purse to show our displeasure… #Boycott ALL Corporations that promote this crap.”

The North Face also received a lot of backlash on their Instagram page where they launched the “Summer of Pride” ad campaign.

On one of the outdoor apparel company’s posts, someone sarcastically wrote, “I love hiking in 6 inch platform heels while ensuring my thong is visible for everyone to see. North Face KNOWS their consumer.”

“Catering to 1% of the population just to upset a much larger portion of your customer base is such a smart marketing strategy,” another commenter joked.

Other Instagram users wrote that they would no longer be buying from The North Face after seeing the new advertisements.

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