We know the competition between sportswear brands is fierce, but you've got to hand it to Reebok's PR or marketing team - they sure know a good opportunity when they see one. Two weeks ago, in the midst of Trump terror, fitness brand New Balance publicly endorsed the new US President-elect. In a quote tweeted by journalist Sara Germano, the New Balance vice president of public affairs Matt LeBretton was identified as saying:

Boy, did that backfire on them. Literally. After hearing the news, many Twitter users filmed and photographed themselves throwing their New Balance trainers out windows, setting them alight, flushing them down the loo and binning them. 

And competitor Reebok - bless them - have stepped in, offering to give these disgruntled, trainer-wearing Trump haters a new pair of kicks. Score, right?

They weren't the only one:

You can't blame Reebok for giving it a red hot go, but we wonder if this will spark a fresh wave of New Balance users trashing their sneakers? Already, New Balance have been quick to correct the miscommunication, telling Buzzfeed that the quote was taken out of context.

"The statement [quoted by Sarah Germano] is correct in the context of trade, not talking about large geo-political anything, but in the context of the Trans Pacific Partnership agreement. It's inaccurate. Everything I've said is in the context of trade."

First rule of thumb guys, don't you know that context means nothing in the age of rapid-fire tweeting and viral social media stories?

Reebok comes to the rescue for Trump fitness freaks