The Gold Trump Sneakers Are About More Than Shoes

Of all the merch hawked by the former president and current presidential candidate Donald J. Trump and related entities over the past few months — the gold (chocolate) bars, the wines, the superhero NFTs — is any of it more Trumpian than the $399 Never Surrender sneakers unveiled over the weekend at Sneaker Con in Philadelphia? They are like a road map to Mr. Trump’s value system and electoral strategy in sartorial form.

Gilded hightops as shiny as the chandeliers at Mar-a-Lago, they have an American flag wrapping the ankle like the forest of flags that spring up behind Mr. Trump whenever he takes a stage. They have red soles made to match his trademark red ties (and the flag) and perhaps as a sly nod to Christian Louboutins and the semiology of luxury footwear. Also, there’s a large embossed “T” on the side and on the tongue.

While they are “bold, gold and tough, just like President Trump,” according to the Trump sneakers website, allowing potential owners to “be a part of history,” they boast zero technical performance attributes. While they have a shape similar to Nike Air Force 1s (get it? Air Force One!), they are unabashed imitations of the original.

It’s tempting to dismiss the offering as all flash and marketing with little substance. That’s what Michael Tyler, a spokesman for the Biden campaign, did, saying, “Donald Trump showing up to hawk bootleg Off-Whites is the closest he’ll get to any Air Force Ones ever again for the rest of his life.”

Or to think of them as Mr. Trump’s answer to the Biden campaign’s TikTok presence: an effort to associate himself with the cool embedded in the whole idea of sneaker culture, not to mention the energy and athleticism implied by the “Just Do It” model. Despite the fact that Mr. Trump himself is almost never seen wearing a sneaker, or doing much exercise.

Yet the merching of the moment is more dangerous than it may initially appear.

There has been a lot of eye-rolling since the sneakers’ debut, and jokes about the fact that, given the millions of dollars in penalties levied on Mr. Trump in his various civil cases, he has to make more money somewhere. And there was a lot of focus on the boos that met his appearance at Sneaker Con. (To be fair, the sneakerhead community is not the market for the kicks since there’s nothing original about them; it’s the MAGA market.)