Hot Foot: Why Some People Are Setting Their New Balance Sneakers on Fire to Protest Trump

A New Balance executive expressed excitement over the idea of a Trump presidency. It didn't go over well with some consumers.

Some people are finding creative ways to voice their displeasure at the prospect of a President-elect Trump. Now some are setting their sneakers on fire.

More specifically some are setting their New Balance sneakers on fire a controversy sparked by a tweet from a Wall Street Journal reporter. The Boston-based company spokesman expressed excitement about the prospect of a Donald Trump presidency after the Obama administration had "turned a deaf ear to us."

The website Sole Collector shared the news and it apparently didn't go over well with several of the company's consumers. Some turned to social media showing them throwing their sneakers in the trash and in some extreme cases, setting them on fire.

The company said in a statement Thursday it was the only major company that still makes athletic shoes in the U.S., and that it "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.”

Without addressing the social media outcry directly, New Balance also tweeted late Thursday that as a company they "believe in community and believe in humanity."

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