Thread: Here's why people are burning their New Balance sneakers

Here's why people are burning their New Balance sneakers

Updated: November 13, 2016 — 1:07 PM EST

A Twitter user lights his New Balance sneakers on fire after reports surfaced that the shoe company was the first major sportswear company to publicly back president-elect Donald Trump.

by Greg Hadley, McClatchy Washington Bureau

What do sneakers have to do with presidential elections?

Athletic apparel company New Balance has become one of the first major clothing brands in the U.S. to publicly welcome the impending presidency of Republican Donald Trump, saying he makes the Boston-based brand “feel things are going to move in the right direction."

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

The reason New Balance, known mostly for its comfortable everyday sneakers and running shoes, would take a public stance on such a controversial president and election is simple: the Trans-Pacific Partnership.

Other athletic brands such as Nike and Adidas have long made the bulk of their shoes in Indonesia, Vietnam, Thailand and other countries in the Asia-Pacific region, using cheap labor that has led to several controversies in the past. The Wall Street Journal reports that 98 percent of the shoes sold in the U.S. are imported.

New Balance, however, makes about a quarter of its shoes in U.S. factories, per the Wall Street Journal. The company’s website claims it is the only major U.S. company to make or assemble 4 million athletic shoes domestically.

The Trans-Pacific Partnership would slash tariffs on goods coming from Japan, Malaysia, Vietnam, Singapore, Brunei, Australia, New Zealand, Canada, Mexico, Chile and Peru, according to the BBC, which New Balance says would affect its ability to compete with U.S.-made shoes.

This per NB VP public affairs. New Balance has publicly opposed TPP. https://t.co/tdKp6o8UyS Sara Germano (@germanotes) November 9, 2016

Nike, on the other hand, supports the TPP.

Nike, worlds largest sportswear co., relies heavily on free trade as most products are made abroad. Statement on Trump election in/re TPP: pic.twitter.com/egak818k0Q

Sara Germano (@germanotes) November 9, 2016

But New Balance’s decision to come out in favor of Trump has not been without a very public social media backlash, with some Twitter users posting videos and pictures of their New Balance shoes in the garbage or on fire in protest.

@SoleCollector @newbalance good to know. I made a little bonfire tonight pic.twitter.com/yOdCTbQgac
— #calexit (@milftears) November 10, 2016

@SoleCollector @newbalance pic.twitter.com/r3j6sXsdAP
— Jon Targaryen (@tbrooks__) November 10, 2016

@SoleCollector @newbalance pic.twitter.com/6dROPnmYdm
— Jean Ralphio (@MMArtinitus) November 10, 2016

Lol people surprised that a company that makes old white dad shoes like New Balance would support Trump
— Rudy Brewliani (@TheInfamousVal) November 10, 2016

Of course, while many are pledging to throw out or never buy New Balance products again, Trump supporters have leaped to defend the company too.

Not about Trump vs Hillary, its about a company keeping jobs in America. Read the article and I bet your next shoes will be New Balance https://t.co/MzdhFtaLgD
Kevin Buie (@kevbuie) November 10, 2016

New balance is made in America. Trump is against TPP which helps ALL corporations in America. R U going to boycott American companies?
eyesopened (@willsounds82) November 10, 2016

Going to buy some #newbalance shoes!! #PresidentElectTrump #Trump
Carolee (@cjones_73) November 10, 2016

http://www.philly.com/philly/news/po...ald-Trump.html

Thank you New Balance!!! Thank you for endorsing Donald Trump!! Thank you for manufacturing shoes in the United States and hiring American Workers!!

And to the people who burn your shoes because you endorsed Donald Trump, I have one word to say:

TRAITORS!!!

Reducing corporate taxes will also be helpful. Now if we can just get them to reduce CEO wages and increase employee wages .... life will be good for everyone involved.