# Professor Russell Winer is interviewed about the intersection of politics and fashion brands

1 Faculty News December 22, 2017 ![](/sites/default/files/styles/246w/public/assets/images/con_046621.jpg?itok=sp0eQlK_)>

Excerpt from [GQ](https://www.gq.com/story/new-balance-sneakers-politics-2017) -- "[Russell Winer](http://www.stern.nyu.edu/faculty/bio/russell-winer), a professor of marketing at NYU, frames the situation with the idea of 'brand hijacking': 'When a brand, through no active marketing of their own, happens to be picked up by a particular group,' he explains. The concept helps describe how a brand like New Balance, which quickly came out after neo-Nazi site The Daily Stormer claimed the shoes for white people to denounce 'bigotry and hate,' can lose a handle on its carefully curated image."

[Read more](https://www.gq.com/story/new-balance-sneakers-politics-2017)