Former United States President Donald Trump, known for turning legal troubles into financial opportunities, has once again capitalized on a crisis. Following a July 13 assassination attempt at his rally in Butler County, Pennsylvania, Trump swiftly transformed the ordeal into a lucrative venture. During the rally, a gunman armed with an AR-15-style rifle fired shots, injuring Trump in one ear, killing one attendee, and wounding two others. The assailant was neutralized by a sniper, and an explosive device was found in his vehicle.
In the aftermath of the attack, 45Footwear, a company previously selling $399 golden Trump-branded sneakers, quickly introduced a new line of high-tops. These $299 white sneakers, adorned with the US flag and an image of Trump with a bloodied face and raised fist, also featured the phrase “Fight Fight Fight” – a defiant cry Trump reportedly shouted immediately after being shot.
In the days that followed, gettrumpsneakers.com began offering “FIGHT FIGHT FIGHT High-Tops” as a limited edition, with only 5,000 numbered pairs available. The site also mentioned that a “bonus 10” pairs would be randomly autographed. These shoes, limited to three per customer, sold out quickly, generating nearly $2 million. Buyers were informed that their shoes would be delivered by September or October. Additionally, a black and gold version, also priced at $299, was available for preorder, with 4,700 pairs made and 12 signed. However, the pages for the assassination-themed sneakers soon became non-functional.
45Footwear, which operates under an agreement with CIC Ventures (named for “commander-in-chief”), continued to offer other Trump-branded shoes for preorder, including the $199 “Never Surrender Low Tops” and various golf shoes.
Trump’s merchandising efforts extend beyond footwear. Alongside shoes, customers could preorder Trump-branded cologne, perfume, and coolers. Additionally, Trump continued to sell the $59.99 “God Bless the USA Bible.” When launching this project in March, Trump stated, “All Americans need a Bible in their home, and I have many. It’s my favourite book. I’m proud to endorse and encourage you to get this Bible.” However, American civil rights activist Reverend Al Sharpton criticised the project, telling MSNBC that it was “a spit in the face of people that really believe.”
Trump’s need for funds is not only driven by his presidential campaign but also by extensive legal battles. He has faced hundreds of millions in fines from civil cases related to business fraud and defamation stemming from a rape claim. Moreover, Trump is dealing with legal fees from several criminal cases. Convicted on 34 New York charges connected to hush-money payments to an adult film star, Trump faces four federal and 10 Georgia state charges for attempting to overturn the 2020 election. Recently, in Florida, a Trump-appointed judge dismissed 40 charges regarding classified information retention, though federal special counsel Jack Smith appealed the decision.
Trump’s latest book, “Save America,” set to release on September 3, features a dramatic photo by Associated Press photographer Evan Vucci. The image captures a defiant, bloodied Trump pumping his fist and mouthing “fight, fight, fight” to the crowd moments after the assassination attempt. This book, his third since leaving office, is priced at $99, with signed copies available for $499. This move follows a trend of Trump recycling significant events into merchandise, such as his mugshot taken in Georgia, which was printed on T-shirts and mugs with the slogan “NEVER SURRENDER.”
The assassination attempt had significant financial implications as well. Shares in Trump Media and Technology Group surged by about a third, adding approximately $2 billion to its valuation. This increase was driven by the perception that the attack improved Trump’s chances of winning the presidential election. Trump Media, which owns the social media platform Truth Social, saw its share price rise to $46.27 from $30.89 over the weekend. Despite a subsequent drop to $40.58, the surge significantly increased the paper value of Trump’s stake in the company.
Analysts attributed this rise to increased investor confidence in Trump’s chances of reelection and the anticipated increase in Truth Social’s user base. Bob Savage, head of markets strategy at BNY Mellon, told The Guardian that investors expect higher spending and inflation under a potential Trump administration, which could boost corporate earnings. Bitcoin also rallied, with its price rising above $63,000 the day after the weekend shooting, reflecting broader market optimism linked to Trump’s potential return to power.
