As the far-right movement in Germany continues to gain influence in certain regions, researchers have observed a growing trend of supporters openly expressing their views in public settings, sometimes through seemingly innocuous attire such as sneakers or T-shirts at rallies for the Alternative for Germany (AfD) party.
Experts have noted that symbols associated with nationalist and Nazi ideologies are being subtly communicated through the use of logos from brands like New Balance and Lonsdale. These symbols serve as coded messages for those aligned with extreme right-wing beliefs, a practice that holds particular significance in Germany due to strict laws prohibiting the display of Nazi symbols.
Gideon Botsch, from Potsdam University’s Research Unit on Antisemitism and Right-Wing Extremism, highlighted the presence of both overt and covert right-wing and neo-Nazi symbols at such events, with some individuals utilizing ambiguous imagery to convey their affiliations.
For instance, New Balance sneakers bearing the prominent “N” have been interpreted to signify “nationalist,” while Lonsdale sportswear, when worn strategically, can spell out “NSDA,” a reference to Germany’s National Socialist Party.
The utilization of such covert symbols allows individuals to avoid legal repercussions, as Germany’s laws explicitly prohibit the display of certain Nazi-related emblems. This shift towards more discreet signaling has enabled far-right groups to communicate their ideologies effectively within their circles without violating legal boundaries.
The rise of the AfD as a prominent political force in Germany reflects a changing political landscape, with the party evolving from a fringe group to a potential victor in the upcoming state election in Saxony-Anhalt. If successful, this would mark the first time a far-right party has secured an absolute majority in a German state since World War II.
Experts note a growing convergence between Germany’s neo-Nazi movement and the broader populist right, with neo-Nazi factions actively supporting the AfD and viewing its success as a step towards achieving their own objectives. This alignment has blurred the lines between different right-wing factions, leading to a diverse following within the AfD that includes individuals from varying ideological backgrounds.
While brands like New Balance and Lonsdale have been co-opted by some far-right groups, the companies themselves have distanced themselves from extremist ideologies. Lonsdale, in particular, has a history of combating its association with neo-Nazi subcultures and remains vigilant in addressing any misuse of its brand in extremist contexts.
Overall, the evolving tactics of far-right groups in Germany underscore a broader societal shift towards more overt displays of previously coded symbols, reflecting a growing confidence among these groups in expressing their ideologies publicly.
The resurgence of certain brands within far-right circles raises concerns about the appropriation of symbols for extremist purposes, prompting ongoing efforts to combat the spread of hate symbols and ideologies within mainstream discourse.