March 13th, 2017 by Patrick Johnson
In the wake of the 2016 Presidential Election, New Balance caught some serious flack for bashing the controversial and now defunct Trans-Pacific-Partnership deal, introduced in a speech by President Barack Obama at rival Nike’s World Headquarters. “The Obama administration turned a deaf ear to us and frankly with President-Elect Trump, we feel things are going to move in the right direction,” a New Balance PR spokesperson said to Wall Street Journal reporter Sara Germano back in November 2016.
The support the brand gave to President-elect Trump at the time received quick and stern backlash and even calls for boycotts. People criticized New Balance for being out of touch, that they were just a white man’s running brand anyways so it would make sense for them to throw their support behind someone like Mr. Trump. There were even brief stints of social media users boldly showcasing their burning pairs of New Balance retros on Instagram.
But behind the scenes, New Balance was doing what now seems like the polar opposite. The Boston-based brand was undergoing a renaissance thanks to their American-based manufacturing by innovating their lifestyle imprint with a number of upcoming models to appeal to the lifestyle minded, sneaker-savvy culture we currently live in, and they’re doing it with more precise techniques and style than ever before.