People were experiencing déjà vu on social media as conservatives criticized a major brand for partnering with an LGBTQ+ figure during Pride Month, sparking calls for a boycott.
In March 2023, Bud Light hired transgender blogger Dylan Mulvaney as a spokesperson for their March Madness marketing campaign. They even created custom Bud Light cans featuring Mulvaney’s face to celebrate her gender transformation journey.
The URSeen footwear collection by UGG features Alok Vaid Menon, a gender-nonconforming actor and comedian, aiming to create authentic and confidence-boosting footwear.
Alok, who uses the pronouns they/them, designed a limited-edition URSeen line inspired by their experiences growing up in a Texan small town where expressing gender non-conformity could be risky.
In a statement, UGG mentioned Alok’s goal to celebrate the queer body and spread a message of joy within the LGBTQ+ community during Pride Season.
Despite the campaign’s early May announcement, conservative backlash emerged on social media labelling the collaboration as inappropriate.
As part of their 2024 partnership with Bud Light, UGG collaborated with Alok Vaid Menon for Pride Month, triggering outrage and calls to boycott UGG brands.
Alok clarified that they did not create an article attributing controversial statements to them, emphasizing the misrepresentation of their words and experiences. Recent research reported setbacks in LGBTQ+ rights, showcasing persistent opposition hindering progress in achieving equality.