Donald Trump has a long history of licensing a wide range of products that bear his name, from steaks to sneakers to scented candles. However, as he runs to unseat President Joe Biden, Trump is ramping up his business activities and intertwining them with his White House bid like never before. While this level of business activity during a presidential campaign may be unprecedented, experts note that the trend has been building for years. Despite the potential for campaign finance investigations for the average candidate, Trump’s unique position as a business mogul with a long history of selling branded goods makes him an exception.
One of Trump’s recent business ventures is the promotion of a $60 Bible that includes the nation’s founding documents and lyrics from Lee Greenwood’s song, “God Bless the U.S.A.” The Bible is being endorsed by Greenwood, who often performs at Trump’s campaign rallies and has partnered with Trump for this project. Trump’s connection to his campaign is made explicit in videos promoting the Bible, with mentions of protecting American rights and references to his campaign slogan, “Make America Great Again.” While it remains unclear how much Trump is profiting from the Bible sales, he is receiving royalties from its sales, which ultimately benefit him financially.
In addition to promoting Bibles, Trump has also launched his own line of sneakers at a convention in Philadelphia. The Trump Sneakers, priced between $199 and $399, feature designs with the number 45, referencing Trump’s tenure as the 45th U.S. president. Alongside the sneakers, Trump is also selling a line of cologne and perfume under the brand name “Victory47,” further blurring the line between campaign outreach and capitalist enterprise. Trump’s appearance at the sneaker convention was met with a mix of cheers and boos, as attendees witnessed his efforts to bridge business and politics.
Despite facing financial challenges, such as dwindling campaign coffers and legal fees exceeding $100 million, Trump is exploring avenues to reverse his financial fortunes. While Trump has yet to inject his own money into his campaign, he faces pressure to post a $175 million appeal bond to halt the collection of a $454 million civil fraud judgment against him. Additionally, Trump faces 91 criminal charges in four separate courts, with his first trial set for April 15. As he navigates these legal challenges and financial hurdles, Trump’s approach to integrating business ventures with his political ambitions continues to draw scrutiny and attention.
It is worth noting that Trump’s business moves do not appear to violate campaign ethics or financial rules, according to experts. While there may be strategic or branding risks associated with merging business interests with political campaigns, the legal framework appears to allow for such activities if proper reporting requirements are followed. Trump’s ownership of CIC Ventures LLC, the company behind his branded products, and his licensing deals reflect a business model that has long been associated with his brand. Despite the unprecedented nature of his business activities during a presidential campaign, Trump’s unique position as a businessman-turned-president seems to shield him from the same scrutiny that an average candidate might face in similar circumstances.
As Trump continues to leverage his brand name and business ventures in connection with his White House bid, the melding of business interests and political aspirations raises questions about the intersection of commerce and politics in America. Trump’s embrace of branded products like sneakers and scented candles, alongside overt campaign messaging and slogans, highlights a phenomenon that blurs the line between presidential aspirations and profit-driven ventures. While this approach may be uniquely Trumpian, it underscores a broader trend towards the fusion of personal branding and political ambition that has implications for the future of campaign finance and ethics in American politics.
