Curious about those $400 gold sneakers promoted by Donald Trump? Here's what to know.
Former President Donald Trump is, at heart, a businessman—even if it’s a failed one. From Trump Steaks to Trump Airlines, to Trump NFT Trading Cards and Trump Vodka, few business ventures haven’t donned the Trump name. And now, he's added sneakers to the list of products promoted.
If you want a pair—or are just curious about the limited-edition, numbered “true collector’s item” that is “bold, gold, and tough” sneakers—here is everything you need to know about the “Never Surrender High-Tops.”
More:Louis Williams on Donald Trump’s sneakers: ‘They're not even dope, not really collectibles'
When did the Trump sneakers go on sale?
The GOP frontrunner launched the new Trump-branded shoes at a Sneaker Con event at the Philadelphia Convention Center on Feb. 17 to sneers and jeers as he introduced what he called the first official Trump footwear.
Biden-Harris 2024 Communications Director Michael Tyler slammed the former president's foray into popular footwear, saying, "Donald Trump showing up to hawk bootleg Off-Whites is the closest he’ll get to an Air Force Ones ever again for the rest of his life.”
More:Trump says Black voters relate to criminal prosecutions, prefer the 'white guy' to Obama
How much do the "Never Surrender High-Tops" cost?
With only 1,000 pairs for sale, the $399 “Never Surrender High-Tops” are already sold out, according to the website. One of the autographed pairs of the shiny gold high-tops with an American flag on the back of the shoe was bought by a Ukrainian watch collector, Romah Sharf, for $9,000, according to the New York Times.The authenticity of those sneakers is dubious, however—the official Trump sneakers website says the shoes won’t be shipped until July 2024. But a limited number may have been available for pre-order, meaning someone in Trump’s circle or an influencer tasked with promoting the shoes may be turning around and reselling it for a profit.
Who makes the shoes?
A company based out of Sheridan, Wyoming, called 45Footwear, is reportedly the shoe manufacturer. Wyoming—and the small town of Sheridan in particular—is an infamous haven for those wanting to start limited liability companies (LLCs) quickly and has been nicknamed the “virtual Wild, Wild West.”45Footwear will pay a percentage of the proceeds to CIC Ventures LLC, whose employees include Nicholas Luna, Trump’s former personal assistant in the White House, and John B. Marion IV, one of Trump’s Florida-based attorneys. CIC Ventures previously licensed Trump’s image for his NFT trading cards.
Why is Trump releasing a sneaker line, anyway?
The answer is likely the simplest one: a quick cash grab. Trump announced the sneaker line two days after a New York judge ordered him to pay about $454 million in penalties for business fraud. A month earlier, a jury ordered the former president to pay more than $83 million to writer E. Jean Carroll for defamation.
He’s also hoping his fans like to smell like “a bit of Victory,” as he’s now selling Trump cologne and perfume. The men’s cologne is crowned with a gold Trump head as the cap, while the perfume bottle mimics the former First Lady Melania Trump’s curves—the scents from the “Victory47” collection retail for $99 each.
Perceived identity politics may also be coming into play. Conservative pundits have been doubling down on a racist stereotype, claiming that the sneakers will help sway Black voters in Trump’s direction. A Fox News contributor argued that the sneakers were “connecting with Black America. Because they’re into sneakers, they love sneakers. This is a big deal. Certainly in the inner city.”
More:Trump says Black voters relate to criminal prosecutions, prefer the 'white guy' to Obama
A USA TODAY Suffolk poll published on Jan. 1 showed Trump with the support of only a tiny sliver of Black voters - 12%.
His support among Black Americans has not increased and is nearly identical to what he garnered in the 2020 election. In the modern presidential election era, Black voters have overwhelmingly favored Democratic candidates. According to the Roper Center, in 2020, Joe Biden received 87% of the Black vote.