Germany’s far-right movement is gaining traction in certain regions, leading researchers to observe an increasing boldness among supporters in publicly showcasing their beliefs, sometimes subtly without overt political symbols. Notably, at gatherings for the Alternative for Germany (AfD) party, coded messaging is being conveyed through everyday items like sneakers and T-shirts.
Experts point out that familiar brand logos such as New Balance and Lonsdale are now serving as veiled signals for nationalist and Nazi ideologies, a notable shift in a country where the exhibition of Nazi emblems is legally restricted. Gideon Botsch, from Potsdam University’s Emil Julius Gumbel Research Unit, highlights the presence of diverse symbols at these events, some overtly far-right while others more discreet in their messaging.
For instance, New Balance sneakers have been co-opted, with the prominent “N” on the shoes interpreted as representing “nationalist” and “NB” signaling “Nationale Bewegung,” or “national movement.” Similarly, Lonsdale apparel is being utilized by the far right due to the logo’s potential spelling of NSDA, linked to Germany’s National Socialist Party.
This subtle communication strategy allows far-right individuals to convey their ideals to those in the know while maintaining legal compliance within Germany’s strict regulations against Nazi symbolism. The use of coded imagery has surged, as seen in Saxony-Anhalt’s intelligence service updating its guide on far-right symbols to note the prevalent reliance on covert signals rather than prosecutable imagery.
The rise of the AfD, once a fringe party but now a dominant force with extremist ties, reflects a shifting political landscape where far-right elements are becoming increasingly emboldened. The party’s potential victory in an upcoming state election in Saxony-Anhalt signals a significant milestone, potentially marking the first time a far-right party secures an absolute majority in Germany since World War II.
Experts highlight a growing “grey zone” encompassing neo-Nazi factions and the broader populist right, with neo-Nazi groups actively supporting the AfD and leveraging its success to advance their extremist agendas. While not all individuals donning brands like New Balance or Lonsdale are extremists, the attire serves as a shared symbol among those with far-right leanings.
While brands like New Balance emphasize their stance against hate and bigotry, Lonsdale has a history of combating its association with the far right, dating back to the 1980s and ’90s. Despite these efforts, the resurgence of far-right utilization of Lonsdale remains a concern for the company, prompting actions to disassociate from extremist contexts.
In contrast, brands like Thor Steinar, recognized for its Nordic and runic motifs, offer a more explicit indication of far-right affiliations, standing out as clearer markers within the extremist scene. The use of such symbols, even when legally contentious, underscores the evolving landscape where far-right sentiments are increasingly visible and tolerated.
