As surely as Donald Trump sought to cash in on his various criminal indictments, so the former president turned Republican presidential nominee began to sell merchandise commemorating his attempted assassination in Pennsylvania last weekend.
In Butler county on Saturday, a rooftop gunman wielding an AR-15-style rifle fired shots at the stage. Trump was wounded in one ear. One rally-goer was killed and two injured. The gunman, who was killed by a sniper, was discovered to have had an explosive device in his car.
Despite such traumatic events, 45Footwear, a company which has sold $399 golden Trump-branded sneakers, swiftly offered a new range of high-tops.
Donald Trump is really selling sneakers with a picture from the assassination attempt on it... pic.twitter.com/z7VKcCC2Nx
— Complex Sneakers (@ComplexSneakers) July 17, 2024
Rather more pricey than unofficial assassination merch churned out in China, the $299 white shoes were emblazoned with the US flag, an image of Trump with fist raised and face bloodied and the words “Fight Fight Fight” – his instant reaction to being shot.
Fittingly, Trump also told agents protecting him: “Let me get my shoes.” One was left on the stage.
Days later, gettrumpsneakers.com was selling its “FIGHT FIGHT FIGHT High-Tops”, “limited edition” sneakers “featuring Trump’s iconic image with his fist raised, [that] honour his unwavering determination and bravery.
“With only 5,000 [numbered] pairs available, each one is a true collector’s item. Show your support and patriotic pride with these exclusive sneakers, capturing a defining moment in history.”
A “bonus 10” would be “randomly autographed”, the site said.
Limiting orders to three per customer, by Thursday the site said the shoes were sold out, which would represent just under $2m raised. Buyers should expect to receive their shoes by September or October, the site said.
The site also offered for preorder a version of the high-tops in black and gold, also $299 but this time with 4,700 made and 12 signed.
In an unexpected development, pages for the assassination attempt-themed sneakers then ceased to function. A spokesperson for the Trump campaign did not immediately respond to a request for comment.
45Footwear – the 45 stands for 45th president – uses Trump’s name under agreement with CIC Ventures, named for “commander-in-chief”. Financial disclosure forms filed by Trump list him as manager, president, secretary and treasurer of that company.
On Thursday, 45Footwear was still offering for preorder other Trump-branded shoes.
Black and gold “Never Surrender Low Tops … designed for those who embody resilience and strength, just like President Trump”, but perhaps need less ankle support, were offered for $199.
Other shoes for sale included the “Trump Never Surrender Boot” ($199); Never Surrender Low-Tops – white ($199); Trump Pro 1 Ultra Golf shoes ($249); Trump Doral 1 Casual Golf shoes ($229); Potus 45 sneakers ($199); and T–Red Wave sneakers ($199).
Like the original $399 gold Never Surrender High-Tops, $499 gold Trump Presidential Golf Shoes were advertised as sold out.
Browsers could also preorder Trump-branded cologne and perfume and two kinds of Trump-emblazoned coolers.
Elsewhere, among a torrent of baubles, knick-knacks and gewgaws, Trump was still selling a $59.99 God Bless the USA Bible.
Launching the project in March, he said: “All Americans need a Bible in their home, and I have many. It’s my favourite book. I’m proud to endorse and encourage you to get this Bible.”
The Rev Al Sharpton called the project “a spit in the face of people that really believe”.
Trump’s need for funds does not only arise from the demands of campaigning for president. As he has faced unprecedented legal jeopardy, so his bank accounts have taken a battering.
Fined hundreds of millions of dollars in civil cases over business fraud and defamation arising from a rape claim a judge called “substantially true”, he also faces legal fees in four criminal cases.
Convicted on 34 New York charges arising from hush-money payments to an adult film star, Trump faces four federal and 10 Georgia state charges arising from his attempt to overturn the 2020 election.
In Florida this week, a Trump-appointed judge dismissed 40 charges concerning retention of classified information. The federal special counsel, Jack Smith, appealed.
After his indictment in Georgia, Trump sold merchandise emblazoned with his mugshot. The irony of T-shirts blaring “NEVER SURRENDER!” over a picture of someone who had just surrendered seemed wasted on most buyers.
