President-elect Donald Trump has launched a new cryptocurrency token that is soaring in value – and potentially boosting his net worth – just before his inauguration. It's the latest norm-defying promotion by Trump, who has also helped sell branded bibles, gold sneakers and diamond-encrusted watches.

"It's time to celebrate everything we stand for: WINNING! Join my very special Trump Community," Trump said in a social post late Friday promoting the new tokens. They are marketed with a picture of Trump holding a fist up superimposed over the words "FIGHT FIGHT FIGHT," a reference to Trump's response to an assassination attempt at a political rally in July.