New Balance wearers are binning and burning their trainers after the company's vice president appeared to praise Donald Trump's trade plans.
In an interview with the Wall Street Journal Matt LeBretton said Barack Obama had "turned a deaf ear" to US business. "Frankly, with President-elect Trump, we feel things are going to move in the right direction," he said.
Since then some Americans, like @Kiemzi who tweeted the photo above, have been filmed setting their shoes on fire.
Others have been returning used trainers to New Balance shops.
The Boston-based footwear maker has five factories in states in the New England area of the US, where they make the majority of their clothes and trainers.
But they also have a factory based in Cumbria, North West England.
In February, America signed the Trans-Pacific Partnership deal with 11 other countries - making it one of the biggest trade deals in history.
Endorsed by President Obama the deal aims to deepen multinational economic ties.
Companies which produce and trade exclusively in the US were not so happy and New Balance has always opposed the deal.
Donald Trump has said he will "make America great again" by scrapping this deal amongst other pledges.
Some customers are taking the VP's comments as an open endorsement of Trump.
New Balance has released a statement reminding people of the company's foundation as a community-based business.
"We believe in community," it said.
"Our thousands of employees around the world constantly strive to better our local communities.
"New Balance publicly supported the trade positions of Hillary Clinton, Bernie Sanders and Donald Trump prior to election day that focused on American manufacturing job creation and we continue to support them today."
We spoke to people wearing New Balance trainers in London
Tom Villiers is out shopping with his girlfriend, who told him not to wear his New Balance trainers today.
But he has a different view.
"I have never made a purchase based on a political ideology before and I can't imagine I would do. But then again if there was a fashion brand which stood for something I really believed in then I might choose to go for it on that basis."
Eloise Feilden hadn't heard about people burning their shoes in the US but says it's disappointing.
She tells Newsbeat that politics does have an influence on her fashion purchases.
"I think the brand you're supporting says something about what you think is most important."
Jonathan Stanley also says politics has an impact on the way he shops.
"It makes a statement and it shows a big corporate company that they are not above being judged.
"In the age of social media it is so much easier to make your own point. So if you want to burn your pair of New Balance then you can film it yourself and put it online and the world can see it..."
"I'm Jewish and in Israel we heard about Zara's "swastika" handbags [back in 2007] and it was something that really connected to me. But I didn't feel like this with New Balance. I love their clothes and it would be a big change not to buy from them," says Tamar Babo.
Zara later said the bag came from an external supplier and the symbol had not been visible when it was selected.