New Balance sees social media backlash after welcoming Trump

Companies which have publicly supported President-elect Donald Trump since his stunning election victory have witnessed a backlash from consumers.

Moving in the 'right direction'

Sports apparel brand New Balance has offered Trump his first sneaker endorsement following his election win, but consumers have reacted angrily by trashing and burning their shoes.

Matt LeBretton, vice president of public affairs for the company, told the Wall Street Journal, "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."

As a consequence of the endorsement, hundreds of people dismayed by Trump's election victory took to social media and shared videos of New Balance shoes being burned.

LeBretton's decision to support Trump had been, in part, because of Trump's opposition to the Trans-Pacific Partnership (TPP) agreement.

However, according to the U.K.'s Daily Mirror newspaper, New Balance's vice president has since attempted to cool links with Trump and insisted his remarks were taken out of context. New Balance was not immediately available for comment when contacted by CNBC.

Hide your tears

Meanwhile, Mexican Formula 1 driver, Sergio Perez, ditched sunglasses manufacturer Hawkers on Thursday, after they published a tweet encouraging Mexicans to buy sunglasses to hide their tears.

Hawkers posted a Tweet on Wednesday which said, "Mexicans, put on these glasses so they can't see your crying eyes tomorrow when building the wall."

Trump has promised the electorate that he will build a wall along the border of the U.S. and Mexico and the Force India racing driver, Perez, reacted with fury to his personal sponsor's comment on Twitter.

Perez responded on social media and said, "I'll never let anyone mock my country."

He later announced a split with the firm.