As protests against U.S. President-Elect Donald Trump roil cities across America, people have found a corporate logo to symbolize their anger and dismay. It’s emblazoned on the side of their shoes.
New Balance, the privately held Boston shoemaker, found itself in consumer cross-hairs after declaring that Trump’s imminent ascension to the White House is a move in the “right direction.” The backlash was sparked by a tweet from the Wall Street Journal’s Sara Germano, who quoted a New Balance spokesperson saying President Barack Obama’s administration had “turned a deaf ear” to New Balance.
That didn’t go over well with the public. After all, more than half the electorate didn’t vote for Trump. Furious shoppers converged on New Balance’s Facebook page to rail against the brand and call for boycotts. On Twitter, they shared photos and videos of their New Balance sneakers thrown in the trash or tossed in the toilet. Some even lit their kicks on fire.
“I will not buy New Balance again ever,” one outraged customer wrote. “I am finding as many people as possible to spread this news.”
— #calexit (@milftears) November 10, 2016