Germany’s far-right movement is gaining traction in various regions, prompting researchers to observe an increasing openness among supporters to express their views publicly, often through subtle means rather than overt political symbols. Notably, at recent rallies for the Alternative for Germany (AfD) party, coded messages were discernible on everyday items like sneakers and T-shirts.
Experts have identified the use of logos from brands such as New Balance and Lonsdale as covert signals for nationalist and Nazi ideologies, a practice of particular significance in Germany where the exhibition of Nazi symbols is legally restricted. Gideon Botsch, from Potsdam University’s Emil Julius Gumbel Research Unit, highlighted the presence of various signs associated with the extreme right at these events, ranging from explicit neo-Nazi symbols to more ambiguous references.
For instance, some individuals have appropriated New Balance footwear, interpreting the prominent “N” on the shoes as representing “nationalist” and “NB” as an abbreviation for “Nationale Bewegung” (national movement). Similarly, Lonsdale’s sportswear has witnessed a resurgence among the far right due to the logo’s potential to spell out NSDA, referencing Germany’s National Socialist Party when stylized in a certain manner.
The use of such coded clothing items allows individuals to convey affiliations without violating laws prohibiting explicit Nazi symbols, as outlined by Sophie Scheuble from the Institute for Strategic Dialogue. This tactic enables far-right groups to communicate with like-minded individuals while remaining within legal boundaries.
As the far-right AfD party continues to expand its influence, researchers note a shifting political landscape where these encoded signals are becoming more prevalent. The party’s evolution from a fringe entity to a prominent political force raises concerns, with experts highlighting a growing convergence between hardcore neo-Nazi factions and the broader populist right in Germany.
Despite efforts by brands like New Balance and Lonsdale to distance themselves from far-right associations, instances of their misuse persist. In contrast, brands such as Thor Steinar, recognized for its Nordic and runic motifs, are considered more explicit indicators of far-right affiliations. The evolving dynamics within Germany’s political environment reflect a concerning trend where extremist ideologies are increasingly visible, signaling a broader societal shift towards acceptance of such expressions.