Troy Reed, who founded sneaker consignment shop Sneaker Pawn with his son, says that it’s no different on the resale market. I figured new balance womens shoes sale might be more susceptible to changing political winds there, mostly because in the resale market customers pay true market value and not a price set by a retailer. But that isn’t the case. “Donald Trump is not going to stop or send somebody into a sneaker store to buy sneakers,” Reed told me over the phone. “Politics don't have no effect on sneakers.”

But Trump can help brands put themselves on the map. Reed says one particularly hot adidas ultra boost mens sale is the Ball family’s Big Baller Brand. Remember patriarch Lavar’s GIF-heavy feud with Trump? “They're doing a good job staying in the media and marketing their brand,” Reed says. “They’re making a name for themselves and doing something extraordinary by putting themselves instantly on the same level as an Under Armour sneaker.” BBB might not be able to hold a candle to UA’s sales, but this year, both spent an equal amount of time in the news. And it feels safe to say Under Armour would prefer BBB’s press. But BBB’s risk is minimal—it’s a small company with a name to make and a customer base that is, presumably, solidly anti-Trump. It’s the sort of move larger brands like Nike, Adidas, Under Armour, and womens new balance 574 sale can’t afford to make.

What really interests Wharton’s Henisz is how these massive corporations with investors to please will respond to the political moment. “There's a group of customers who see the attack on the media, attack on the courts, attack on the FBI, some of the racially divisive rhetoric and they want someone to stand up against that,” Henisz says. “Business leaders are thought of as leaders who could be such a voice.” Henisz holds up the LGBT movement for comparison. A decade or so ago, LGBT rights would have been a politically fraught topic for corporations to steer clear from. Now, adidas ultra boost price like Nike strive to be inclusive, creating entire capsule collections around and to support the LGBT community. It’s no longer a political issue so much as it is the universally recognized right thing to do—as well as good business. It can pay to be a late joiner of the resistance.

Extra Butter’s Gross tells me another story before we get off the phone. He remembers going to visit a footwear brand’s showroom (he declined to name which) that’s located in Trump Tower in Manhattan. When Gross arrived, the representatives at the showroom asked if he was comfortable. Gross is used to offers of water or coffee at these things, but he wasn’t thirsty. “No,” he says they clarified, navigating the minefield seemingly any sneaker company finds themselves in these days. “Are you comfortable being in Trump Tower right now?”