The alt-right website The Daily Stormer proclaimed Boston-based New Balance the “Official Shoes of White People” this weekend after company vice president of public affairs Matt LeBretton praised Trump.
LeBretton told the Wall Street Journal that the election of Trump was a move in the “right direction,” a comment that caused some people who don’t like Trump to burn their New Balance sneakers.
New Balance told The Associated Press late Monday it “does not tolerate bigotry or hate in any form.”
“As a 110-year-old company with five factories in the U.S. and thousands of employees worldwide from all races, genders, cultures and sexual orientations, New Balance is a values-driven organization and culture that believes in humanity, integrity, community and mutual respect for people around the world,” it said in a statement.
The anger was sparked by a tweet.
“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,” the company had said, according to a tweet by WSJ reporter Sara Germano.
Shortly after Germano’s tweet spread, some New Balance sneaker owners who disagreed with the political sentiment tweeted out photos and videos of trashing or even burning their shoes.
