In some areas of Germany, the far-right movement is gaining political traction, leading to an increased boldness among supporters to express their views publicly. Researchers have observed subtle forms of coded messaging at rallies for the Alternative for Germany (AfD), such as incorporating symbols into everyday items like sneakers and clothing.
According to experts, certain brands like New Balance and Lonsdale are now being utilized as covert signals for nationalist and Nazi ideologies, a tactic of particular significance in Germany due to strict laws prohibiting the display of Nazi symbols. The use of these symbols is becoming more nuanced, with some individuals openly displaying extreme right-wing symbols while others adopt a more subtle approach.
For instance, New Balance sneakers have been co-opted by some as a symbol of nationalism, interpreting the prominent “N” on the shoes to represent “nationalist.” Similarly, Lonsdale clothing has seen a resurgence among the far right, as the brand’s logo can be arranged to spell out NSDA, an abbreviation associated with Germany’s National Socialist Party.
This shift towards coded messaging is a response to legal restrictions on overt Nazi symbolism in Germany, prompting individuals to convey their beliefs through symbols understood only by those familiar with their meaning. This strategy allows far-right groups to operate within the confines of the law while still communicating their extremist views effectively.
As the political landscape evolves, the AfD has transformed from a fringe party in 2013 to a significant contender in upcoming elections in Saxony-Anhalt, where it has been labeled a far-right extremist group. Should the AfD secure victory, it would mark the first time a far-right party attains an absolute majority in a German state since World War II.
Experts highlight a growing convergence between hardcore neo-Nazi factions and the broader populist right in Germany, with neo-Nazi members actively participating in AfD events and encouraging their followers to support the party. While not everyone donning brands like New Balance and Lonsdale is a neo-Nazi, these symbols serve as common ground for individuals sharing similar ideologies.
The resurgence of these brands within far-right circles underscores a broader societal shift, where individuals feel emboldened to openly display their beliefs. This trend aligns with the increasing influence of the far right in Germany, fostering a sense of confidence among supporters to outwardly express their affiliations without fear of reprisal.