New Balance has a problem. It appears the company is becoming the “Lonsdale” of the shoe world, now that a neo-Nazi blogger has stated that the sneakers should become part of the official uniform of white racists. It started with a statement on an extreme right-wing US website: “New Balance is making a gesture to support White people and to support US manufacturing. We need to support that. I see New Balances now becoming the official shoes of White people.” So where is this coming from? New Balance is a fierce opponent of trade agreements, which may lead to jobs disappearing to low-wage countries. Consequently, the company was happy with Donald Trump, because he’s against TPP (Trans-Pacific Partnership). The company’s remark, however, was interpreted by some as a full endorsement of Donald Trump and all his controversial views and statements. The shoe company decided to issue a statement through social media, saying the believe in community and humanity. But then the extreme right-wing statement appeared. It remains to be seen whether New Balance can tip the scales back into its favour. In the first decade of this century, British clothing brand Lonsdale had a similar, albeit much bigger problem: Neo-Nazi youth decided to bear the mark en masse, partly because Lonsdale contains the sequence of the letters “NSDA”, which in turn constitutes almost NSDAP: the official abbreviation of the Nazi Party of Hitler.