Shortly after Donald Trump was declared the president-elect of the United States, the Republican got the stamp of approval from an unexpected source: New Balance. Many people have since posted videos and pictures of themselves burning their New Balance shoes, or throwing them in the trash.

New Balance’s vice-president of public affairs told Wall Street Journal reporter Sara Germano that the Obama administration had “turned a deaf ear” to them, and that they think things will “move in the right direction” under the impending Trump presidency. Sneaker magazine Sole Collector shared the news on social media, and its readers began posting in protest.