In a move that has sparked both curiosity and controversy, the official Trump store has recently introduced a new line of merchandise branded with “Trump 2028”, even though the U.S. Constitution explicitly bars former President Donald Trump from seeking a third term in office. Red hats, bold T-shirts, and a slogan that reads “Rewrite the Rules” are now front and center in this campaign-style rollout. But what does it all mean?
Is this just a clever marketing strategy to boost merchandise sales? Or does it carry deeper political implications for the former president’s legacy, influence, and grip over the Republican Party?
This article takes a deep dive into the Trump store, its controversial 2028 product line, constitutional debates surrounding third terms, Trump’s approval ratings, and what this all could signal for American politics moving forward.
The “Trump 2028” Products: What’s for Sale?
The Trump store, officially known as TrumpStore.com, has introduced limited-edition items that boldly display the phrase “Trump 2028,” despite the fact that Trump has already served two terms (2017–2021 and 2025–2029).
Featured Products:
- Red Trump 2028 Hat – $50
- "Trump 2028: Rewrite the Rules" T-Shirt – $36
- Stickers, Mugs, and Hoodies – various prices
A viral post shared by one of Trump’s X (formerly Twitter) accounts showcased his son, Eric Trump, wearing the iconic red cap, further fueling speculation about its deeper meaning.
Political Symbolism or Merchandising Masterstroke?
The merchandise does more than sell apparel. It’s a political statement — one that challenges traditional norms and continues Trump's long-established brand of disruption.
- The slogan “Rewrite the Rules” echoes his populist message of defying Washington elites.
- The year “2028” teases with irony, knowing the constitutional prohibition but flaunting it anyway.
- The Trump store becomes more than just an online shop; it becomes a platform for ideological defiance.
Some analysts compare this tactic to symbolic campaigns in other parts of the world — branding the idea of "continuation" as a sign of loyalty, not legality.
Trump’s Plummeting Approval Ratings
Despite the merchandise launch, Trump faces declining approval ratings, especially as he approaches the 100-day milestone of his second term.
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Recent polls by Reuters and Pew Research Center show drops in public trust regarding his:
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Economic management
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Handling of international trade
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Response to domestic unrest
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According to Gallup, Trump’s approval rating dipped below 40% in April 2025 — a record low for a second-term president this early.
These numbers paint a challenging landscape for Trump’s political capital, raising questions about the intent behind the 2028 merch launch: a distraction or a rallying cry?
Can Trump Actually Run in 2028? The Constitutional Question
The 22nd Amendment of the U.S. Constitution states:
“No person shall be elected to the office of the President more than twice…”
This clause makes it constitutionally impossible for Trump to run for a third term unless:
- Congress passes a constitutional amendment repealing the 22nd Amendment.
- At least 38 out of 50 states ratify it.
According to the National Constitution Center, such a move is extremely rare and unlikely, especially in today’s politically polarized climate.
Still, Trump has hinted at potential loopholes and “ways around it,” continuing to push the boundaries of what’s politically and legally acceptable.
Social Media Reactions: Mixed and Loud
Unsurprisingly, the release of “Trump 2028” products triggered a storm on social platforms like X, Facebook, and Instagram.
Supporters Say:
- “He’s not done yet!”
- “Let’s find a way to change the rules!”
- “This is a movement, not just a campaign.”
Critics Respond:
- “This is unconstitutional propaganda.”
- “Stop the grift. He knows he can’t run.”
- “He’s selling rebellion, not hats.”
Interestingly, the controversy only boosted site traffic to the Trump store, leading to sold-out stock of some items within 48 hours of launch.
The Trump Store as a Business Empire
The Trump store has long been more than a campaign fundraising tool. It's a core business strategy that keeps Trump’s brand in the public eye and profits flowing.
- It builds audience loyalty beyond election cycles.
- It serves as a media distraction during political downtrends.
- It funds rallies, ads, and legal expenses indirectly.
According to Forbes, Trump’s merchandising arm generated over $30 million during the 2020 election cycle — and numbers from 2024–2025 are expected to surpass that.
This blend of politics and profit is unique — and effective.
Trump’s Political Legacy and the Republican Party
Whether or not he runs again (or attempts to), the “Trump 2028” slogan positions him as the de facto leader of the Republican base.
By keeping the idea of 2028 alive:
- Trump overshadows potential GOP successors
- He maintains relevance in news cycles
- He cements his role as an anti-establishment icon
Some experts argue this prevents the Republican Party from moving on or evolving beyond Trumpism — a strategic move for Trump, but a challenge for the party’s long-term future.
External Resources and Related Reading
To dive deeper into the legal, political, and cultural aspects of this issue, check out these authoritative sources:
- 22nd Amendment – National Constitution Center
- Donald Trump News – Reuters
- U.S. Presidential Term Limits – Britannica
- White House Archive – Official Statements
- Trump Store – Official Website
Final Thoughts: Political Performance or Precursor?
The Trump store’s latest product line might seem like mere merchandising, but its implications are far more significant. Whether it's about keeping Trump in the spotlight, testing public sentiment, or fueling constitutional debate, one thing is clear:
Donald Trump may not be eligible for 2028, but he’s not planning to disappear either.
As Americans continue to buy into — or reject — this bold narrative, one red hat at a time, the line between politics and branding continues to blur.