Nike's Controversial 'Never Again' Ads Ignite Outrage at London Marathon

Nike is currently facing significant backlash for its use of the phrase “Never again” in advertisements that were showcased near the London Marathon. This phrase is deeply associated with Holocaust remembrance, serving as a powerful vow to prevent such atrocities from recurring.

The billboards aimed at the 2025 London Marathon, which boasted over 56,000 participants, included slogans like “Never again, until next year” and “Never again, see you next year.” Critics have deemed this marketing approach insensitive and tone-deaf.

In response to the criticism, a Nike spokesperson noted, “We did not mean any harm and apologize for any we caused. The London billboards were part of a broader campaign titled ‘Winning Isn’t Comfortable,’ aimed at motivating runners.” He further explained that the billboards featured common phrases used by runners, such as “Remember why you signed up for this” and “This is bloody tough.”

This controversy arises against a backdrop of rising antisemitism globally. A study conducted by the Anti-Defamation League and Ipsos revealed that 46% of respondents across 103 countries hold antisemitic views, while 20% of those surveyed are unaware of the Holocaust, and only 48% recognize its historical accuracy.

Nike's “Winning Isn’t Comfortable” ads are a continuation of the “Winning Isn’t For Everyone” campaign that debuted during the Paris 2024 Olympics, which sought to challenge traditional villain tropes and promote an unapologetic pursuit of victory.

The brand is actively working to reverse declining sales, as its revenues dropped by 9% year-over-year in the last quarter. Following its Olympics campaign, Nike also launched its first Super Bowl ad in 27 years, titled “So Win,” featuring female athletes and narrated by rapper Doechii. CEO Elliott Hill mentioned that marketing efforts surrounding Super Bowl 59 and NBA All-Star Weekend have increased product visibility across Nike’s brand portfolio.