For most people, Donald Trump’s election to President of the United States was pretty bad news. That’s an understatement. For most people, it’s been seen as the end of Western civilisation as we know it / the beginning of the apocalypse / that bit in Harry Potter when Voldemort attacks Hogwarts. A man with no qualifications for the job; no respect for women, POC, Mexicans, Muslims, immigrants, and LGBTQ folk; no belief in global warming and absolutely no tact has been appointed as the most powerful man in the world. Yass!

One shoe brand however, is seeing the positive in the situation. Wall Street Journal reporter Sara Germano claims that New Balance has come out in favour of President-Elect Donald J. Trump – “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,” she alleges the company’s VP said. Sources including NY Mag, GQ, Sole Collector and The Independent have reported the claim.

Apparently this has to do with the Trans-Pacific Partnership (TPP) – a trade deal between the US and 11 other countries, which Donald Trump and apparently New Balance opposes. This is because the brand is in the process of creating a shoe made in the US, using solely American parts – a process which could be made more difficult by the TPP.

Anyway, coming out as pro-Trump – even in a minor way – hasn’t gone down very well with the brand’s fans. In fact, some people have tweeted videos of themselves putting their New Balance trainers in the bin or else, setting them on fire. Lit.

New Balance has responded to the controversy by issuing the following statement: “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 Balance 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.”

Anyway, here’s some pics of people burning their shoes – sneakerheads, look away. 

Side note: if you’re thinking of getting rid of your New Balance, can we suggest donating them to a local charity shop or refugee collection? Burning rubber stinks like fuck and releases dangerous gases. Think of global warming, people!