After Sneakers & Shoes, Why Is Brand Trump Selling Bibles?

Former US President Donald Trump is now selling Bibles as he runs to return to the White House. In a video released on his Truth Social platform, Trump, who is the presumptive Republican nominee, has released a video urging supporters to buy what he called “God Bless the USA Bible,” which is inspired by country singer Lee Greenwood’s patriotic ballad. Trump takes the stage to the song at each of his rallies and has appeared with Greenwood at events.

As we lead into Good Friday and Easter, I encourage you to get a copy of the God Bless the USA Bible,” Trump wrote, directing his supporters to a website selling the book for $59.99.

Trump is faced with serious money crunch amid mounting legal bills while he fights four criminal indictments along with a series of civil charges. He got a reprieve when a New York appeals court agreed to hold off on collecting more than $454 million he owes following a civil fraud judgment if he puts up $175 million within 10 days.

Trump has already posted a $92 million bond in connection with defamation cases brought by writer E. Jean Carroll, who has accused him of sexual assault.

Billing itself as “the only Bible endorsed by President Trump!” the new venture’s website calls it “easy-to-read” with “large print” and a “slim design” that “invites you to explore God’s Word anywhere, any time.”

Besides a King James Version translation, it includes copies of the U.S. Constitution, the Bill of Rights, the Declaration of Independence and the Pledge of Allegiance, as well as a handwritten chorus of the famous Greenwood song.

The Bible is just the latest commercial venture that Trump has pursued while campaigning.

Last month, he debuted a new line of Trump-branded sneakers, including $399 gold “Never Surrender High-Tops,” in Philadelphia. The venture behind the shoes, 45Footwear, also sells other Trump-branded footwear, cologne and perfume.

The former US President has also dabbled in NFTs, or non-fungible tokens, and last year reported earning between $100,000 and $1 million from a series of digital trading cards that portrayed him in cartoon-like images, including as an astronaut, a cowboy and a superhero.

He has also released books featuring photos of his time in office and letters written to him through the years.

The Bible’s website states the product “is not political and has nothing to do with any political campaign”.

“GodBlessTheUSABible.com is not owned, managed or controlled by Donald J. Trump, The Trump Organization, CIC Ventures LLC or any of their respective principals or affiliates,” it says.

Instead, it says, “GodBlessTheUSABible.com uses Donald J. Trump’s name, likeness and image under paid license from CIC Ventures LLC, which license may be terminated or revoked according to its terms.”

CIC Ventures LLC, a company that Trump reported owning in his 2023 financial disclosure, has a similar arrangement with 45Footwear, which also says it uses Trump’s “name, likeness and image under paid license from CIC Ventures LLC, which license may be terminated or revoked according to its terms.”

Trump remains deeply popular with white evangelical Christians, who are among his most ardent supporters.

Asked to share his favourite Bible verse in an interview with Bloomberg Politics in 2015, Trump had said he didn’t want to get into specifics as it’s a personal issue.

When he was president, law enforcement officers removed racial justice protesters from a park near the White House, allowing Trump to walk to a nearby church, where he stood alone and raised a Bible.

Before he ran for office in 2016, Trump hawked everything from frozen steaks to vodka to a venture named Trump University, which was later sued for fraud.

This time around, it’s a call to prayer

(With inputs from AP)