Neo-Nazis have supposedly swapped their jackboots for a pair of comfortable New Balance dad sneakers.
A white supremacist blogger and self-described internet troll has declared New Balance sneakers "the official shoes of White people" and encouraged his readers to buy them "so we will be able to recognize one another by our sportswear."
The blog post comes just one week after the New Balance VP of public affairs Matt LeBretton said a Trump presidency would take the company "in the right direction" to compete on the global stage. That comment led to some New Balance customers throwing their sneakers down the toilet and burning them.
The shoe company took to Twitter to distance itself from the blog's statements.
That hasn't mollified some customers who took to social media to say they were still switching to another shoe company.
In the same way that a popular green cartoon frog internet meme was declared a hate symbol this year, online culture experts say this is just a case of bigoted provocateurs intent on disrupting the conversation.