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Strategy August 13, 2018

Space: The Next Frontier for Trump Campaign Merch

The president’s re-election campaign plans to sell promotional products embellished with a “Space Force” logo.

By  Christopher Ruvo

In a Nutshell:
- President Donald Trump’s administration has announced plans to create a sixth branch of the military that would focus on outer space.
- His re-election campaign is asking supporters to vote on a potential “Space Force” logo that would appear on Trump merchandise, which the campaign plans to retail.

For supporters, a planned line of branded merchandise from President Donald Trump could be out of this world.

The 45th president of the United States has announced plans to create a U.S. Space Command – a potential sixth branch of the military that would reportedly focus operations on space-related national defense. Shortly after Vice President Mike Pence announced details about the command, Trump’s re-election campaign sent supporters an email asking them to vote on possible logos for what is being called the “Space Force.” The selected design – or designs -- could feature on a line of logoed promotional products that the Trump campaign is promising to sell.

Some pointed out that one of the proposed logos looks a lot like the NASA logo.

Others noted that the “Mars Awaits” logo seems out of line with the stated mission of the Space Force, which was said to be focused on national defense, rather than space exploration.

The Trump campaign’s plan to sell Space Force merchandise has received criticism. Norman Eisen, former President Barack Obama’s White House ethics czar, told Newsweek that selling the merch makes it seem that Trump is making decisions “influenced by merchandising opportunities.”

Members of the public chimed in with their disapproval as well.

Naturally, though, the Space Force swag had its share of supporters.

Just as the branded merchandise initiative garnered support, so did Trump’s bigger plans for a Space Force. A tweet the president put out last Thursday that read “Space Force all the way!” had nearly 143,000 “likes.”

From a politically neutral perspective, it seems fair to say no president – maybe even no politician – has ever made branded merchandise such a central focus. From the “MAGA” hats to the Kim Jong-un summit coins and so much more, merch is a major vehicle Trump uses for connecting with his base, drumming up support and enthusiasm, and raising funds.

As for the Space Force, Pence said that the aim is to have it established by 2020. While congressional action is required to set up a new military branch, Pence said the Defense Department can take a variety of steps toward the establishment of a Space Force without approval from lawmakers. Individuals working on U.S. space programs under the Air Force and other branches would reportedly populate the new space command.