‘Fight, fight, fight’: Trump markets ‘winning’ scent
Washington: He’s sold everything from steaks and sneakers to “Make America Pray Again” Bibles.
Now, Donald Trump is seeking to profit off the assassination attempt on his life with a new fragrance called “Fight, Fight, Fight”.
First lady Jill Biden talks to President-elect Donald Trump at the reopening of Notre-Dame Cathedral in Paris at the weekend.Credit: AP
In the latest example of ethics being tested in politics, the new perfume range for men and women hit the market this week for the cool price of $US199 ($312).
Trump announced his latest business venture in a Truth Social post on Sunday, sharing a picture of himself having a pleasant exchange with first lady Jill Biden at the reopening of Notre-Dame Cathedral in Paris with the caption: “A fragrance your enemies can’t resist.”
“Here are my new Trump Perfumes & Colognes! I call them Fight, Fight, Fight, because they represent us WINNING,” he wrote. “Great Christmas gifts for the family ... Merry Christmas, and Happy New Year!”
The iconic image of Donald Trump urging supporters to “fight, fight, fight” after he survivied an assassination attempt in Pennsylvania in July.Credit: AP
According to the perfume website, the new fragrances have been “curated to capture the essence of success and determination” and are essentially a “rallying cry in a bottle”.
Their name, of course, has been taken from the now historic words Trump shouted as he pumped his fist in the air after his near-death experience in July when 20-year-old gunman Thomas Crooks tried to kill the former president as he stood on stage at a rally in Butler, Pennsylvania.
Since then, that iconic image has appeared on everything from T-shirts to mugs and posters that Trump – as well as third parties selling merchandise at his rallies – have used to make a quick buck.
“Crafted for those who stand tall, this bold scent delivers rich, robust notes that leave a lasting impression,” says the website. “It’s not just a cologne – it’s a symbol of resilience. Inspired by Trump’s relentless drive, wear it with pride and confidence.”
While Trump is no stranger to trading off his famous name, his transition team has declined to say whether he will continue to do so after he is sworn in as America’s 47th president on January 20, which would potentially raise further questions for the billionaire businessman turned politician and convicted felon.
The company listed as the contact for the fragrance is 45Footwear LLC, the same group affiliated with Trump’s sneaker brand. Records suggest it is based in Wyoming, but its ownership has not been disclosed, making its financial dealings difficult to trace.
Gary Nordlinger, a public policy expert at George Washington University, said Trump’s latest fragrance venture was “tacky, ethically dubious and demeaning of the office of the president” – but hardly surprising.
Citing the membership fees at Trump’s Mar-a-Lago resort as an example – whereby individuals seeking access or influence now pay $US1 million ($1.5 million) to be part of Trump’s private club in Florida – Nordlinger added: “Trump has always been able to get other people to pay for his lifestyle, but it apparently doesn’t seem to bother millions who voted for him. So the challenge for people like me, and for the Democrats, is not just to criticise the man, but to understand what makes him so special to so many.”
The perfumes are the latest in a long time of items the 78-year-old Republican has hawked.
Trump holds gold Trump sneakers at Sneaker Con Philadelphia, an event popular with sneaker lovers, in February.Credit: AP
Last year, for example, he sold a new collection of digital trading cards (NFTs) featuring various portraits of him, which generated almost $US5 million within days of release.
“These cards show me dancing and even me holding some bitcoin!” Trump said in a promotional video posted in August.
The ad for Trump’s new fragrance.Credit: TruthSocial
In March, he lent his name to a new $US60 “God Bless The USA” Bible inspired by the Lee Greenwood song of the same name, which is played every time Trump takes the stage at a rally or event.
“Happy Holy Week! Let’s Make America Pray Again!” Trump wrote as he encouraged supporters to buy the book in time for Easter.
And in February, he also made a somewhat unusual campaign stop at Sneaker-Con in Philadelphia, one of the largest sneaker events in the world, where he spruiked a pair of shiny gold high tops with a retail value of $US399.
The move came immediately after a judge in New York ordered Trump to pay $US454 million after he was found liable of fraudulently inflating the value of his properties for financial gain.
Trump sought to have that claim dismissed after his election victory against Vice President Kamala Harris last month, but New York Attorney-General Letitia James’ office refused, telling Trump’s lawyers on Tuesday that there was no basis to do so.
Get a note directly from our foreign correspondents on what’s making headlines around the world. Sign up for the weekly What in the World newsletter here.