Donald Trump’s team has never shied away from selling a narrative. Or a t-shirt. But this week, critics say the president may have crossed into truly bizarre territory.
Following a viral moment at the NATO summit, when Secretary-General Mark Rutte jokingly referred to Trump as “Daddy,” the Trump campaign began selling a $35 “Trump Daddy” t-shirt on its official website.
“Claim your t-shirt today,” reads the message on the link shared in the promotional post on the Trump War Room’s account, excitedly declaring that these shirts were flying off the virtual shelves.
🚨 “DADDY” MERCH OUT NOW!https://t.co/YAxVOAdj8y pic.twitter.com/08PnAHhtFX
— Trump War Room (@TrumpWarRoom) June 26, 2025
But instead of the anticipated rush of eager buyers, it stirred up a mess of adverse reactions all over social media. People were quick to label the tactic as “gross,” “cult-like,” and “deeply embarrassing.”
While Trump supporters praised the shirt as another tongue-in-cheek jab at the liberal media, many others recoiled.
“Imagine walking down the street and seeing a grown man wearing this while they complain about a pride flag,” wrote @razzli_. Another user, @DebtheLefty, posted, “Totally not a cult.” The phrase quickly trended on X (formerly Twitter), with countless users mocking both the design and the concept.
NATO’s ‘Daddy’ Comment Was a Joke, But Donald Trump’s Team Took It Literally
The controversy began on June 25 at the NATO Summit in The Hague, where Trump and Rutte spoke candidly about the Israel-Iran conflict. Trump compared the tensions to “two kids in a schoolyard,” prompting Rutte to chime in with: “Daddy has to sometimes use strong language to get them to stop.”
While Trump seemed flattered, joking at a press conference that Rutte said it “very affectionately”, Rutte later clarified his metaphor was not a nickname. “I didn’t call him ‘daddy.’ (…) In Europe, I hear sometimes countries saying, ‘Hey, Mark, will the U.S. stay with us?’ And I said that sounds a little bit like a small child asking his daddy, ‘Hey, are you still staying with the family?’ So in that sense, I used ‘daddy’, not that I was calling President Trump ‘daddy.’”
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Despite the walk-back, Trump’s social media team leaned in hard. A video montage of the president striding through the NATO summit, set to Usher’s 2009 hit “Daddy’s Home”, was uploaded to both @whitehouse and @POTUS accounts.
The caption: “Daddy’s home… Hey, hey, hey, Daddy.”
ABC News reported that Trump later laughed off the moment, saying, “If [Rutte] doesn’t [like me], I’ll let (…) come back and I’ll hit him hard, OK? ”
Social Media Reactions
So, this “Daddy” tee that’s part of Trump’s merch now costs $35, with the option to chip in more if you’re into it. But some aren’t cracking up about it. They’re saying it’s not really about fun and games; it’s more about taking admiration for him to an unhealthy level, like treating him as some kind of hero.
Editor Dan Shafer reposted a clip of Minnesota Gov. Tim Walz (D) saying: “I’m telling you: these guys are weird.”
Kimerley Ross summed up the unease, “I’ll never understand politician worship. It’s always gross.” Data analyst Philip Germain noted, “Grown men wearing Trump ‘DADDY’ shirts to own the Libs.”
🚨 “DADDY” MERCH OUT NOW!https://t.co/YAxVOAdj8y pic.twitter.com/08PnAHhtFX
— Trump War Room (@TrumpWarRoom) June 26, 2025
User @katelykeanon took it a step further: “Nothing says Alpha like the picture of a 79-year-old man who pees his pants with the word daddy.” Another mocked the design’s bold color palette, asking, “Why orange?” with a frustrated emoji.
Whether the shirt is meant as a meme or a money-maker, it’s indisputable that Trump’s reappropriation of a NATO soundbite has turned into a merchandising blitz. And a cultural cringefest.
