Shortly after Republican Donald Trump was declared the victor in the presidential election, the businessman turned politician received a nod of approval from New Balance, of all people.
Since then, many people have posted videos and pictures of themselves burning their New Balance shoes, or tossing them in the trash.
The company’s vice president of public affairs told The Wall Street Journal that the Obama Administration had “turned a deaf ear” to them, and that they thing things will “move in the right direction” under a Trump presidency.
New Balance: "The Obama admin turned a deaf ear to us & frankly w/ Pres-Elect Trump we feel things are going to move in the right direction"
— Sara Germano (@germanotes) November 9, 2016
After sneaker magazine ‘Sole Collector’ shared the matter on social media, its followers began protesting New Balance’s position.
— Jean Ralphio (@MMArtinitus) November 10, 2016
— Gildan King (@jaredgreenberg3) November 10, 2016
— skreetware (@milftears) November 10, 2016
— austin (@uglytrashboy) November 10, 2016
— Jon Targaryen (@tbrooks__) November 10, 2016
New Balance customers are part of a growing number of protests of the election of Donald Trump. In cities across the country, protesters have taken to the streets expressing their anger in a variety of ways, some shutting down freeways, and some — like those gathered at Los Angeles City Hall — lighting paper mache Trump heads on fire.
New Balance has responded to the backlash by its customers by defending its anti-TPP stance, saying that
“as the only major company that still makes athletic shoes in the United States, New Balance has a unique perspective on trade and trade policy in that we want to make more shoes in the United States, not less. New Blaance publicly supported the trade positions of Hillary Clinton, Bernie Sanders and Donald Trump prior to election day that focused on American manufacturing job creation and we continue to support them today.”
It also tweeted to its followers:
— New Balance (@newbalance) November 10, 2016