Researchers have observed an increasing trend of far-right supporters in Germany openly displaying their views, often through subtle symbols rather than explicit political icons. These coded messages have been spotted on everyday items like sneakers and clothing at rallies for the Alternative for Germany (AfD) party.
Brands such as New Balance and Lonsdale are being used as dog whistles for nationalist and Nazi symbolism, exploiting loopholes in Germany’s laws that prohibit the display of Nazi symbols. The large “N” on New Balance sneakers, for example, is interpreted by some as representing “nationalist,” while Lonsdale’s logo can be arranged to spell out NSDA, referencing Germany’s National Socialist Party.
Experts note that the use of covert symbols allows far-right supporters to communicate their beliefs discreetly, avoiding legal repercussions. This tactic has become more prevalent as extremist groups strategically navigate the boundaries of the law to promote their ideologies.
The rise of the AfD, now a significant player in German politics and labeled a far-right extremist group in some regions, underscores the shifting political landscape. The party’s success signifies a potential breakthrough for far-right ideologies, with members from various extremist groups endorsing its agenda.
While some mainstream brands like New Balance and Lonsdale have been inadvertently linked to far-right movements, companies like Lonsdale have actively opposed such associations through anti-racism initiatives. Nonetheless, the resurgence of far-right appropriation of these brands highlights the ongoing struggle to counter extremist influences in society.
In this evolving environment, the visibility of these coded symbols reflects a broader societal shift towards acceptance of far-right ideologies. As the far right gains momentum, individuals feel emboldened to openly display their allegiances, signaling a worrisome normalization of extremist views within society.
