New Balance wearers are binning and burning their trainers after the company's vice president appeared to praise Donald Trump's trade plans.
In an interview with the Wall Street Journal Matt LeBretton said Barack Obama had "turned a deaf ear" to US business. "Frankly, with President-elect Trump, we feel things are going to move in the right direction," he said.
Since then some Americans, like @Kiemzi who tweeted the photo above, have been filmed setting their shoes on fire.
Others have been returning used trainers to New Balance shops.
New Balance has released a statement reminding people of the company's foundation as a community-based business.
"We believe in community," it said.
"Our thousands of employees around the world constantly strive to better our local communities.
"New Balance publicly supported the trade positions of Hillary Clinton, Bernie Sanders and Donald Trump prior to election day that focused on American manufacturing job creation and we continue to support them today."