Now that white nationalism has been returned to its rightful place in the nation’s political sphere, it’s time for the cultural realm to do its part. Enter New Balance athletic footwear. According to neo-Nazi website The Daily Stormer, the company should be supported for their support of Donald Trump’s presidency and their emphasis on local manufacturing in the U.S. The cheerleading begins directly under a photograph of a bearded Mel Gibson wearing his pair:
“It’s time to get on-board with New Balance now. Their brave act has just made them the official brand of the Trump Revolution.
[...]
I am personally far too cynical to believe this Trump endorsement is something other than a marketing ploy, but I am also far too savvy to believe that matters.
[...]
The fact is, they are publicly supporting Trump, publicly supporting US manufacturing. The fact that they are doing that because they believe it will be profitable is irrelevant.
[...]
New Balance is making a gesture to support White people and to support US manufacturing. We need to support that.
I see New Balances now becoming the official shoes of White people. I myself am due a new pair of sneakers. I’m browsing their website now. They’ve also got hoodies and jackets. This will be fantastic. We will be able to recognize one another by our sportswear.
To be fair, the company’s support of Trump needs to be contextualized … which it was, but not until after disgruntled shoe owners starting lighting their sneakers on fire in protest:
Thursday, Nov 17, 2016 · 3:45:50 AM +00:00
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Thandisizwe Chimurenga
Reebok Classics is now offering free shoes to owners of New Balance athletic footwear who are upset that the shoes have been chosen by white supremacists:
The firm has been offering free sneakers to New Balance owners posting videos of themselves flushing their shoes or throwing them away.
In one tweet, in response to a video of someone, unsuccessfully, trying to flush their New Balances down the toilet, Reebok Classics posted: 'Since it looks like your toilet may be clogged, shoot us a DM & we'll send you some kicks to walk to the closest bathroom.'
Another, in response to a video of New Balance sneakers being thrown in the trash, Reebok Classics tweets: 'Hey Jared, looks like you're down a pair of kicks! Shoot us a DM, we've got you covered.'
The privately held sneaker company—long an opponent of the proposed Trans-Pacific Partnership trade agreement—welcomed the election of Mr. Trump as a reprieve from the policies of President Barack Obama.
“The Obama administration turned a deaf ear to us and frankly, with President-elect Trump, we feel things are going to move in the right direction,” Matthew LeBretton, New Balance’s vice president of public affairs, said in an interview on Wednesday.
The comments sparked controversy on social media, with hundreds of users posting on Twitter, Facebook and Instagram that they would throw out their sneakers or boycott the brand. Some posted videos setting their shoes on fire. Others uploaded photos of the shoes in the garbage.
The company not only clarified its comments but also issued a statement that could be seen as the antithesis of The Daily Stormer’s beliefs and existence:
On Monday, New Balance said it has zero tolerance for “bigotry or hate in any form.”
“New Balance is a values-driven organization and culture that believes in humanity, integrity, community, and mutual respect for people around the world,” the Massachusetts-based company said in a statement.
As of this writing, The Daily Stormer has not retracted its call for New Balance to be the official shoes of white folks. Stay tuned.