Former President Donald Trump made an unlikely appearance at Sneaker Con Philadelphia to introduce his new ‘Never Surrender High Tops.’ Despite the mixed emotions, the sneakers sold effortlessly, selling out within hours upon the release. But what were the winning marketing strategies that led to a successful release, and where did the marketing campaign fall short? This marketing case study explores Former President Donald Trump’s ‘Never Surrender’ sneaker, its marketing campaign, and the reasons why the sneaker sold-out within hours of its release.
The History Behind the 'Never Surrender' Sneakers
On February 16, Former President Donald Trump took to his social platform, Truth Social, and made his announcement of attending the world famous Sneaker Con on February 17. Sneaker Con brings thousands of sneakerheads and fans from around the world, and holds conventions where customers can buy, sell, and trade sneakers. This is the most prominent sneaker event show in the United States, and what better way for President Trump to introduce his sneaker at the greatest sneaker show.
President Trump spoke about the upcoming Presidential election in 2024 and, of course, introduced his new sneakers to the crowd. Despite speaking in front of a much younger crowd than normal, President Trump didn’t hold back as he let his sneakers do most of the talking. With the upper of the shoe colored in gold, this sneaker is attention-grabbing, flashy, and over the top. This wouldn’t be President Trump’s sneaker unless it had a ‘T’ stitched on the midfoot panel of the shoe. The sneaker also features a United States flag wrapped around the sneaker’s ankle collar. Finally, the ‘Never Surrender’ follows through with the American theme by having a red outsole.
The ‘Never Surrenders’ didn’t come cheap, retailing for 399 dollars on the gettrumpsneakers website. However, despite the high retail price, the sneakers managed to sell out within two hours. Those that were able to purchase the sneakers soon went to eBay and other online market places and began to resell the same sneakers with incredible profit margins - with most in the several thousands. Regardless on your opinions on President Trump, it's undeniable that he created a sneaker, promoted it, and sold it without fail.
The Winning Tactics That 'Never Surrender-ed'
Despite the obvious influencer marketing, President Trump’s ‘Never Surrender’ sneaker had several marketing strategies that took this sneaker to the next level.
- Prioritized the Community: If President Trump announced his sneakers exclusively on social media, the buzz around the shoe would have been significantly less than what it was. Combining the greatest sneaker event with a former United States President equates to an immensely viral event. President Trump took time out of his schedule, and presidential run, to attend Sneaker Con which not only showed appreciation to the sneaker community, but to also introduced himself in a new perspective to younger generations. Whether its a 1985 Air Jordan 1, or an adidas sneaker that came out last week, sneakers are meant to bring people together and to tell stories - and Trump’s ‘Never Surrender’ sneaker did both without fail.
- Extended Personal Brand: Brands like Nike , Apple , Amazon, and others create products that ultimately extend their personal brand and message. Nike’s message of “everyone is an athlete” is displayed through their range of sizes and styles for its customers to purchase and express themselves. Apple’s brand of luxury and simplicity is effortlessly shown in all of its products ranging from phones, to computers, to headphones, and even its newest Vision Pro. The same applies for President Trump’s ‘Never Surrender’ sneaker. It is an attention-grabbing, bold, and loud sneaker that extends President Trump’s personal brand in both business and politics. Whether you’re a supporter or an opposer, you can’t deny that this sneaker represents him.
- Lead Magnet for Other Products: Since President Trump’s ‘Never Surrender’ sneaker was sold exclusively on the gettrumpsneakers website, everyone flocked to the website to learn more about shoe. In addition to the ‘Never Surrender’ sneakers, the website also feature other products such as the Potus 45, T-Red Wave, and other limited edition fragrances. Customers that didn’t want to spend 400 dollars on a new pair of shoes could opt in for the less expensive options, creating a top-heavy price ladder that encouraged shoppers to explore alternatives.
Where the Marketing Campaign Fell Short
Despite the virality, even a former US President isn’t immune from an imperfect marketing campaign. Former President Donald Trump had many strengths in his marketing strategies, but a few tactics could have been capitalized to take the ‘Never Surrender’ sneakers to new heights. Here are the factors that should have been considered in his marketing campaign.
- Too Limited of a Release: The ‘Never Surrender’ sneakers were limited to just 1000 pairs upon its initial release. Each pair was numbered on the inside of the tongue of the sneaker, providing the customer what sneaker they owned out of the available lot. Creating this scarce mantra around the shoes surges the demand, which is often considered a positive attribute for the manufacturers and resellers. However, sneakers that are too limited start to become unattainable, which not only limits the hype around the shoes, but also the available attention President Trump could receive from those who support and oppose him.
- Campaign Confusion: According to the gettrumpsneakers website, the products and website are not political or not affiliated with President Trump’s political campaign. But many have been wondering if this was the right decision. Of course, we can only speculate what would happen if the ‘Never Surrender’ sneakers were included in his political campaign. Regardless, this sneaker got the attention of millions nationwide, and had everyone interested in learning more.
Conclusion
Former President Trump fused his expressive and flashy personality into his ‘Never Surrender’ sneakers that were debuted at Sneaker Con Philadelphia on February 17. Along with the patriotic details, this sneaker was meant to make a bold statement, and its marketing campaign certainly delivered. This sneaker will continue to get the attention of sneakerheads, Trump supporters, and even Trump opposers as the shoe increases in price. Whether its worn as a regular sneaker, or coveted as a collector’s item, it’s indisputable that the ‘Never Surrender’ sneakers made an impact on the sneaker community.
