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    Con su línea de zapatillas doradas, Trump vende algo más que calzado

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    ¿Qué gana el expresidente Donald Trump cuando vende tenis a 399 dólares?¿Hay algo más trumpiano que las zapatillas Never Surrender de 399 dólares presentadas el fin de semana en la Sneaker Con de Filadelfia? De toda la mercadería promocionada por el expresidente y actual candidato a la presidencia Donald Trump y otras entidades relacionadas con él en los últimos meses —las barras de oro (de chocolate), los vinos, las NFT de superhéroes—, los tenis son como una hoja de ruta del sistema de valores y la estrategia electoral de Trump en forma sartorial.Son unos tenis altos dorados tan brillantes como las lámparas de araña de Mar-a-Lago, con una bandera estadounidense que envuelve el tobillo, algo así como el bosque de banderas que surge detrás de Trump cada vez que sube a un escenario. Tienen las suelas rojas a juego con sus características corbatas rojas (y con la bandera) y quizá como guiño socarrón a los tacones Christian Louboutin y a la semiología del calzado de lujo. Además, tienen una gran “T” en relieve en el costado y en la lengüeta.Aunque son “atrevidas, doradas y resistentes, como el presidente Trump”, según el sitio web de las zapatillas Trump, y permiten a sus posibles propietarios “formar parte de la historia”, no ofrecen ningún atributo técnico de rendimiento. Aunque tienen una forma similar a las Nike Air Force 1 (¿lo entendiste? ¡Air Force One!), son imitaciones descaradas del original.Resulta tentador desestimar la oferta por considerarla pura ostentación y publicidad con poca sustancia. Eso es lo que hizo Michael Tyler, vocero de la campaña de Biden, que dijo: “Que Donald Trump aparezca para pregonar unas Off-Whites piratas es lo más cerca que volverá a estar del Air Force One en lo que le queda de vida”.También es tentador pensar en ellas como la respuesta de Trump a la presencia en TikTok de la campaña de Biden: un esfuerzo por asociarse con lo cool a través de la cultura de las zapatillas deportivas, por no mencionar la energía y el atletismo del modelo “Just Do It”. Pese a que al propio Trump casi nunca se le ve llevando calzado deportivo, ni haciendo mucho ejercicio.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      The Gold Trump Sneakers Are About More Than Shoes

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      What is Trump really selling when he is selling footwear?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.)We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More