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Why some people are burning their New Balance sneakers right now

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Photo: New Balance

As many are struggling with the aftershocks of an exhausting presidential campaign, New Balance has found itself in the middle of a massive social media controversy.

Yesterday, the brand’s vice president of public affairs released a pro-Donald Trump statement to the Wall Street Journal stating that the Boston-based brand was looking forward to the post-Obama era: “The Obama admin turned a deaf ear to us and frankly with President-Elect Trump we feel things are going to move in the right direction.”

The New Balance exec later clarified his statement, saying that the comments referred to Trump’s approach to trade, specifically the Trans-Pacific Partnership, not to Trump’s platform as a whole.


But his comments angered some customers who were taken aback by the tone-deaf comments, after a campaign that was brutally divisive—and that, you know, just ended. They turned to social media to express their anger, by burning and throwing away their sneakers and posting the videos on Twitter, Sole Collector reports.

In response, New Balance has released a follow-up statement via Instagram:

A photo posted by newbalance (@newbalance) on

We’ll see whether this puts out the fire (sorry, had to)—or whether anti-Trump customers will continue to punish the brand.

Should fitness brands stay out of politics altogether—or do some companies’ stances make you more excited about their products? Let us know in the Comments!

If you’re looking to calm your nerves post-election (and definitely not set anything on fire), here are 10 steps you can take. Or try this stress-busting yoga and meditation sequence that’s sure to make you feel better.