A controversial right-wing website has urged its readers to buy trainers from New Balance, declaring them the “Official Shoes of White People”. 

The Daily Stormer – which is known for publishing neo-nazi, anti-semitic, and white supremacist content – endorsed the footwear brand after it let slip some support for Donald Trump last week. In a show of unwanted solidarity, the site encouraged its readers to “get on-board” with the brand, and urged them to use its trainers as “uniform” to support white people. 

For those that don’t quite understand how we ever got to this point, here’s brief recap. In comments made the day after the election, New Balance founder Matt LeBretton revealed to the Wall Street Journal that he thought Trump could actually be a step in the “right direction” for America. This was a referral to the Republican’s opposition to the Trans-Pacific Partnership (TPP), which benefits the footwear company’s competitors.

Despite being an offhand – and admittedly minor – comment, the brand was quick to come under (actual) fire from fans; who began to tweet photos of their burning New Balance trainers in protest. Although the Massachusetts-based company eventually clarified that they supported Donald Trump, Hillary Clinton and Bernie Sanders equally, The Daily Stormer jumped to their defence in a blog posted shared over the weekend.

“New Balance is making a gesture to support White people and to support US manufacturing. We need to support that,” wrote Daily Stormer founder Andrew Anglin. “I see New Balances now becoming the official shoes of White people. I myself am due a new pair of sneakers.”

In a statement issued yesterday, New Balance denounced The Daily Stormer and rejected its support, writing that the company had zero tolerance for “bigotry or hate in any form.” 

“New Balance is a values-driven organisation and culture that believes in humanity, integrity, community, and mutual respect for people around the world,” they wrote.