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Excerpt from GQ -- "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."

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