Skip To Content
JEWISH. INDEPENDENT. NONPROFIT.
Breaking News

‘Alt Right’ Proclaims New Balance ‘Official Shoes of White People’ After Praise of Donald Trump

White supremacists have embraced New Balance sneakers as the official shoe of white people after one of the company’s spokesman praised President-elect Donald Trump’s protectionist trade policies.

“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, public affairs chief for New Balance, told the Wall Street Journal last Thursday, in reference to the Trans-Pacific Partnership, the trade deal that Barack Obama has endorsed and Trump has opposed.

Even as the company soon attempted to revise and clarify that statement, the ‘alt-right’ had taken up their cause.

“It’s time to get on-board with New Balance now,” Andrew Anglin, editor of the neo-Nazi Daily Stormer Web site, wrote in a post over the weekend. “Their brave act has just made them the official brand of the Trump Revolution.”

“This will be fantastic,” he added, urging followers to purchase the shoes. “We will be able to recognize one another by our sportswear.”

Based in Boston, with five domestic factories, the sneaker company has fretted over the deal, which it has said would lessen its competitiveness against foreign manufacturers.

New Balance renounced Anglin’s support on November 16:

That did not stop a backlash from ensuing, as consumers attacked the company and dumped its shoes into videos they posted to social media.

“@newbalance here’s to moving in the right direction. Never again will I or any of my family ever buy #newbalance,” wrote one on the social media site, attaching a photo of New Balance sneakers in the trash.

“Returned my @newbalance shoes to your new San Francisco store,” wrote another user.

“@newbalance Fire the rep if you’re serious,” one of them advised. “Don’t forget that we educated types buy more running shoes than the white nationalists you lure.”

Contact Daniel J. Solomon at [email protected] or on Twitter @DanielJSolomon

A message from our editor-in-chief Jodi Rudoren

We're building on 127 years of independent journalism to help you develop deeper connections to what it means to be Jewish today.

With so much at stake for the Jewish people right now — war, rising antisemitism, a high-stakes U.S. presidential election — American Jews depend on the Forward's perspective, integrity and courage.

—  Jodi Rudoren, Editor-in-Chief 

Join our mission to tell the Jewish story fully and fairly.

Republish This Story

Please read before republishing

We’re happy to make this story available to republish for free, unless it originated with JTA, Haaretz or another publication (as indicated on the article) and as long as you follow our guidelines. You must credit the Forward, retain our pixel and preserve our canonical link in Google search.  See our full guidelines for more information, and this guide for detail about canonical URLs.

To republish, copy the HTML by clicking on the yellow button to the right; it includes our tracking pixel, all paragraph styles and hyperlinks, the author byline and credit to the Forward. It does not include images; to avoid copyright violations, you must add them manually, following our guidelines. Please email us at [email protected], subject line “republish,” with any questions or to let us know what stories you’re picking up.

We don't support Internet Explorer

Please use Chrome, Safari, Firefox, or Edge to view this site.