Nike’s London Marathon advertisement backfired spectacularly, drawing global condemnation after a slogan meant to inspire athletes was criticized for unintentionally echoing Holocaust remembrance language.
At a Glance
- Nike displayed “Never again. Until next year” at the London Marathon
- Critics accused the ad of insensitive Holocaust connotations
- Nike apologized, citing misunderstanding and no malicious intent
- Prominent voices like Bill Ackman and Arsen Ostrovsky condemned the campaign
- Incident renews debate over cultural awareness in corporate advertising
Controversial Ad Sparks Immediate Backlash
Nike’s “Winning Isn’t Comfortable” campaign ignited outrage after marathon attendees and online observers spotted a prominent billboard reading “Never again. Until next year” splashed across a vivid red background. While intended to celebrate runners’ resilience, the slogan immediately triggered backlash for its perceived insensitivity, especially given the phrase’s association with Holocaust remembrance.
As reported by The Times of Israel, the timing of the ad compounded tensions in the Jewish community following global unrest since October 7. Investor Bill Ackman and human rights lawyer Arsen Ostrovsky were among the high-profile voices who called Nike out for the gaffe, accusing the brand of failing to recognize the slogan’s historical weight.
Watch UK Jewish leaders’ response to the controversy at UK Jews Condemn Nike Billboard Evoking Holocaust.
Nike Issues Swift Apology Amid Outrage
Facing mounting public pressure, Nike issued an apology explaining that the ad was designed solely to encourage marathon participants and that any offense caused was unintentional. According to The Blaze, Nike emphasized that the campaign was part of a broader series of motivational messages like “Remember why you signed up for this” and “This is bloody tough,” all aimed at endurance and perseverance.
However, figures like former Levi’s executive Jennifer Sey and activist Aviva Klompas criticized the company for lacking cultural sensitivity, arguing that multinational corporations have a responsibility to be mindful of the emotional and historical resonance of their messaging, particularly during volatile times.
Nike’s History of Marketing Missteps
This is not the first time Nike’s marketing has drawn controversy. The brand’s past campaigns featuring activist Colin Kaepernick divided public opinion and underscored the company’s willingness to engage in provocative advertising. However, critics argue that shock-based strategies risk significant backlash if not carefully calibrated to respect cultural and historical sensitivities.
Human rights advocates noted that even without malicious intent, the use of a phrase so closely tied to Holocaust memory demonstrated a serious lapse in judgment. As The Blaze reported, Arsen Ostrovsky highlighted that invoking “Never Again” in any casual context was bound to cause pain and anger, particularly among Jewish communities worldwide.
Fallout Overshadows Entire Campaign
Although the London Marathon campaign included several other motivational slogans, the uproar over the “Never again” message completely eclipsed the broader effort. The controversy reignited debates about whether brands should continue to use provocative messaging in marketing—and if doing so invites unacceptable risk in today’s hyper-sensitive global environment.
Nike’s stumble serves as a fresh cautionary tale for corporate giants navigating an increasingly polarized and globally aware consumer base. As critics warn, when brands misfire, apologies may not be enough to undo the damage done.
