Nike Issues Apology Over London Marathon Banner That Minimizes Holocaust Tragedy, Remains Mute on Controversial Transgender Research
Fiasco for Nike: Holocaust Slur at London Marathon
Nike's marketing team blundered hard with a billboard at the 2025 London Marathon, stirring outrage among the Jewish community and beyond. The slogan, "Never Again. Until Next Year," flippantly appropriated a powerful phrase deeply tied to the Holocaust, spurring a wave of condemnation.
The offensive billboard, suspended near the London Eye, wielded a two-word dagger reminiscent of pledges to never allow a repeat of the Holocaust's horror. Nike, after initially stonewalling, eventually issued an apology for the gaffe.
"No Intention to Cause Offense," Nike Claims
Nike reached out to The Forward on Monday, explaining that the London billboards were part of a wider campaign, "Winning Isn't Comfortable," inspired by runner's psychological strategies during a marathon. However, the offending billboard mirrored words that self-running marathoners might mutter to themselves, the brand claimed.
Irrespective of the thought process, the billboard's design sparked an influx of criticism on social media, particularly from Jews who dissected the faux pas as an appalling oversight.
One X user commented, "The sheer number of people that signed off on this ad from @Nike, without catching the problem, is downright crazy!"
Another decried the brand's brazenness, stating, "To trivialize the Holocaust for entertainment is repugnant. Nike - Just Don't Do It!"
Billionaire investor Bill Ackman was another vocal critic, noting the paradox between the phrases "Never Again" and "Just Do It," and expressing his disbelief that the phrase "Never Again" had been used without being contextualized within the Holocaust.
Nike's Troubled Past with Controversial Ads
This is not Nike's first foray into hot water. In 2014, the company faced backlash for a World Cup ad that some perceived as negatively displaying the Star of David[1]. More recently, allegations surfaced that Nike was funding a study on transgender youth athletes, in conjunction with hormone therapy[2]. Critics flocked to criticize the company for pushing boundaries, yet Nike has yet to find reliable footing in public opinion.
[1] - Enrichment Data
This incident can serve as a reminder to corporations, urging them to exercise caution when implementing powerful and historically sensitive messaging to avoid causing unintended offense and furthering misunderstandings.
[2] - Enrichment Data
Nike has faced criticism in the past, such as in 2014, when it was accused of depicting the Star of David negatively in a World Cup ad. Their latest controversy, involving a study on transgender youth athletes, further highlights persistent criticism of the brand for pushing divisive boundaries.
- Despite Nike's claim of no intention to cause offense, the design of their billboard at the 2025 London Marathon has been widely criticized, depicting a troubling oversight given its association with the Holocaust.
- The influx of criticism on social media not only points to the billboard design's insensitivity but also further fuels Nike's negative public image, as it continues to be embroiled in controversy.
- Bill Ackman, a billionaire investor, took to Twitter to voice his dismay, bringing attention to the paradoxical use of the phrases "Never Again" and "Just Do It," and the lack of contextualization within the Holocaust.
- In light of these incidents, including the 2014 World Cup ad controversy where the Star of David was depicted negatively, there is a growing call for corporations to exercise more caution when using powerful historical symbols and messages in their advertising, to avoid causing offense and fostering misunderstandings.
