In certain regions of Germany, the far-right movement is gaining traction, leading supporters to become more overt in expressing their views in public, sometimes subtly without using explicit political symbols. During recent gatherings of the Alternative for Germany (AfD) party, coded messages were observed on everyday items like sneakers and T-shirts.
Researchers have identified the use of logos from brands such as New Balance and Lonsdale as covert signals for nationalist and Nazi ideologies, a practice that carries significance in Germany due to strict laws prohibiting the display of Nazi symbols. According to Gideon Botsch, head of the Emil Julius Gumbel Research Unit, these events have seen a rise in attendees showcasing various signs associated with the far-right movement, some of which are more discreet or veiled in their messaging.
For instance, the “N” on New Balance sneakers has been co-opted to represent “nationalist,” with “NB” interpreted as “Nationale Bewegung” or “national movement.” Similarly, Lonsdale’s logo is manipulated to spell out “NSDA,” referencing Germany’s National Socialist Party when arranged in a specific manner.
The use of such symbols allows individuals to convey their affiliations to those in the know while avoiding legal repercussions, as Germany’s laws specifically prohibit overt Nazi imagery. This tactic has led to an increase in the adoption of coded symbols at far-right events, where attendees can communicate their beliefs discreetly.
As the AfD party continues to gain momentum in Germany, evolving from a fringe group to a prominent political force, the boundaries between hardcore neo-Nazis and the broader populist right are becoming blurred. Neo-Nazi elements have been observed at AfD gatherings, endorsing the party as a means to advance their own extremist agendas.
The resurgence of brands like New Balance and Lonsdale among far-right circles has raised concerns, prompting companies like Lonsdale to take action against their misuse by extremists. While these brands may carry ambiguous connotations, other symbols like those associated with Thor Steinar are considered clearer indicators of far-right affiliations.
Overall, researchers note a shift in the political landscape, where far-right ideologies are increasingly visible and accepted, reflecting the growing influence of the far right and the AfD in Germany’s societal climate.