In a statement issued tonight, New Balance PR took a pro-Trump stance regarding the results of the presidential election, specifically as it pertains to his position on the Trans-Pacific Partnership. While the company didn’t offer a more extensive endorsement of the President-elect, some customers are ready to cut all ties with the brand and are demonstrating their disappointment through social media.

In response to the statement, several Twitter users are sharing videos of themselves throwing their New Balance sneakers in the trash and even out of the window as a form of protest — potentially the beginning of a larger boycott of the brand.

UPDATE 11/10: Brand New Balance issues statement in the wake of controversy to Sole Collector clarifying its position on Trump. Read the statement in full down below:

New Balance found itself in the middle of social media controversy and threats of boycotts on Wednesday night after a pro-Trump comment from its VP of public affairs went viral. On Thursday morning, the brand reached out to Sole Collector with a statement explaining its position on the president-elect.

“As the only major company that still makes athletic shoes in the United States, New Balance has a unique perspective on trade and trade policy in that we want to make more shoes in the United States, not less,” the statement reads. “New Balance publicly supported the trade positions of Hillary Clinton, Bernie Sanders, and Donald Trump prior to election day that focused on American manufacturing job creation and we continue to support them today.”

As noted by Sole Collector’s initial piece on New Balance’s pro-Trump comment, the brand is backing him on the topic of trade and has not made any moves suggesting it supports his presidency as a whole. New Balance’s VP of public affairs, Matt LeBretton, underlined this in a conversation with Buzzfeed on the matter.

“The statement is correct in the context of trade, not talking about large geo-political anything, but in the context of the Trans-Pacific Partnership agreement,” LeBretton said.

The Trans-Pacific Partnership is a trade deal that both New Balance and Trump oppose.

New Balance’s pro-Trump comment sparked plenty of anger on Twitter, with users posting photos of themselves trashing their NB sneakers in protest.

UPDATE 11/10: New Balance has tweeted a message that, while not directly referencing the controversy around its Trump remarks, appears to allude to them. Read the message above via pic. 


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