Former US President Donald Trump is making headlines again, this time for launching his own sneaker brand just a day after being ordered to pay $354.9 million in penalties for fraudulently overstating his net worth. The move comes amid ongoing legal battles, including facing criminal trials over alleged hush money payments to a porn star.
Legal challenges
Trump is set to become the first former US president to stand trial for criminal charges, with four state and federal trials, including one scheduled to begin in New York on March 25.
The charges stem from accusations of manipulating lenders by inflating his net worth by billions of dollars annually for over a decade.
In response to the court ruling, Trump addressed supporters at a campaign rally in Michigan, denouncing the decision as an “election interference ploy” and alleging a “left-wing conspiracy” to prevent him from seeking the presidency again. The judge, Justice Arthur F. Engoron, barred Trump from serving as an officer or director of any New York corporation for three years, citing a lack of contrition and remorse.
Diversifying ventures
Despite legal challenges, Trump unveiled his inaugural sneaker line, the “Never Surrender High-Tops,” at Sneaker Con in Philadelphia.
The gold high-top sneakers, priced at $399, sold out within hours of their launch. Alongside the footwear, Trump introduced “Victory47” cologne and perfume, further expanding his brand offerings.
Trump expressed enthusiasm for his latest venture, indicating a long-standing desire to enter the footwear market. While only 1,000 pairs of the gold sneakers were available, the website teased future releases, including autographed editions and additional sneaker models.
It’s important to note that the Trump Sneakers are produced by 45Footwear, LLC under a license agreement, distinct from Donald J. Trump and The Trump Organization. Despite this separation, the brand capitalizes on Trump’s name, image, and likeness to drive sales and engagement.
Back in April 2023, the Trump campaign seized upon the former president’s arrest, leveraging it as a marketing opportunity. An email from Trump’s 2024 campaign promoted a t-shirt featuring a fabricated mug shot of Trump, accompanied by the assertion “NOT GUILTY” underneath.
The shirt was offered as a complimentary gift with a $47 contribution to the campaign or could be acquired for $36 from Trump’s official merchandise store.