Whether you support or oppose President Donald Trump, you have to admit that his make “Make America Great Again” hats have been a smashing success – perhaps the single most successful promotional product of recent years.

Photo from https://shop.donaldjtrump.com

Now, the president is at it again with another offering that exemplifies how branded merchandise is increasingly at the center of America’s intensifying culture wars, acting as a means of proclaiming political/social positions and even fanning the flames of controversy.

Photo from https://shop.donaldjtrump.com

An online merchandise store run by Trump’s Make America Great Again Committee is selling a red, white and blue football jersey that, as you can see, features “Stand Up For America” embroidered in blue and white on the chest. The line is a shot at NFL players who do not stand for the national anthem at the start of games in protest over social justice issues. Retailing for $99 in men’s and women’s styles, the jersey has Trump’s last name emblazoned across the back shoulders, and bears the number 45 – a nod to Trump as the United States’ 45^th president.

“Our theme originated out of President Trump’s love for the American flag and his fervent belief that Americans should always stand for our National Anthem,” said Lara Trump, senior advisor for Donald J. Trump for President Inc.https://t.co/Zs4YAca1J7

— KUTV 2News (@KUTV2News) October 9, 2018

Photo from https://shop.donaldjtrump.com 

According to a weekend report, the jersey first went on sale in September after Nike revealed Colin Kaepernick as the protagonist in an ad campaign that makes social justice part of its theme. Kaepernick is the former NFL star who became the center of both widespread praise and condemnation for his role as the perceived leader of NFL protests that have seen players kneeling during the anthem to show their opposition to racial injustice and police brutality. Kaepernick was the first player to kneel during the anthem. Trump has heavily criticized him and other protesters.

.....Be happy, be cool! A football game, that fans are paying soooo much money to watch and enjoy, is no place to protest. Most of that money goes to the players anyway. Find another way to protest. Stand proudly for your National Anthem or be Suspended Without Pay!

— Donald J. Trump (@realDonaldTrump) August 10, 2018

Earlier this year, the NFL tried to quell the controversy by establishing a policy that would have prevented players from protesting during the national anthem. While welcomed by some, the rules also drew criticism from certain players and fans. The NFL put the policy on hold.

We bring up Trump’s football jersey not to praise or denigrate the president, or his followers or opponents. Rather, we’re pointing out for promotional product professionals that branded merchandise, especially apparel, is a medium people of all political persuasions are increasingly using to make their voices heard. If you want to learn more, check out our in-depth report on apparel’s growing role in activism.