We鈥檙e living in a new era for business. Send one angry tweet to a company and, most of the time, you鈥檙e directly responded to by a rep eager to help quickly resolve the issue and diffuse any potential viral PR crisis. Just look at the dude who had a Kit Kat stolen from his car and was promptly sent 6,500 candy bars to help make a wrong right.

But this new social media-minded mentality has also brought forward a new concept for business: objectivity. A brand is often no longer just a brand, it鈥檚 a personality. And personalities have beliefs 鈥 and apparently, political views. Case in point: the controversy currently erupting around New Balance sneakers. The shoe company just released a statement publicly backing president-elect Donald Trump.

The statement was issued to the Wall Street Journal鈥榮 Sara Germano by New Balance鈥檚 VP of public affairs. See the tweet above. Sole Collector then shared the news on their site and the tweet went viral. Promptly after word got around, some folks reacted by burning and throwing out their New Balances as a public protest against the company鈥檚 controversial stance.

The company then followed up to clarify what they meant by the statement. New Balance told Sole Collector, 鈥淎s the only major company that still makes athletic shoes in the United States, New Balance has a unique perspective on trade and trade policy in that we want to make more shoes in the United States, not less. New Balance publicly supported the trade positions of Hillary Clinton, Bernie Sanders and Donald Trump prior to election day that focused on American manufacturing job creation and we continue to support them today.鈥

Additionally, the company has just shared a follow-up on their Twitter account:

Let鈥檚 all just take a deep breath and admit New Balance probably could have chosen their words more wisely, but also that maybe we burned our sneakers partially because we鈥檙e upset we STILL can鈥檛 seem to get our hands on the newest pair of Yeezys.

Have you seen any other companies publicly back Trump? If so, share with us on Twitter @BritandCo.