Germany’s far-right movement is gaining ground, with supporters becoming more open about their views at public events, utilizing coded symbols on everyday items like sneakers and T-shirts. Researchers note that brands like New Balance and Lonsdale are being used as dog whistles for nationalist and Nazi messages, a tactic significant in Germany due to strict laws against displaying Nazi symbols.
These symbols, including the “N” on New Balance sneakers representing “nationalist” and “NB” for “Nationale Bewegung,” and the Lonsdale logo spelling out NSDA for the National Socialist Party, are understood by those in far-right circles. This use of covert symbols allows individuals to express their beliefs while staying within legal boundaries.
The Alternative for Germany (AfD) has seen a surge in support, evolving from a fringe party to a potentially dominant force in upcoming elections. This growth has blurred the line between hardcore neo-Nazis and mainstream right-wing populists, with neo-Nazi groups endorsing the AfD and influencing their followers to back the party.
Despite efforts by brands like New Balance and Lonsdale to distance themselves from far-right associations, these labels continue to be embraced by extremists. Other brands like Thor Steinar, known for its Nordic and runic imagery, remain clear indicators of far-right affiliations.
As Germany’s political climate shifts towards the far right, the willingness of individuals to openly display these symbols reflects a sense of societal acceptance and empowerment among these groups. This trend aligns with the increasing influence of the far-right movement and the AfD in German politics.
