Nike’s London Marathon ad featuring the phrase “Never again. Until next year” triggered widespread backlash and accusations of Holocaust insensitivity, forcing the company to apologize and explain its intended message.
At a Glance
- Nike’s London Marathon advertisement with the phrase “Never again. Until next year” in red lettering sparked outrage for its perceived reference to Holocaust remembrance terminology
- Billionaire investor Bill Ackman and multiple Jewish advocates publicly criticized Nike for cultural insensitivity, especially given the timing after October 7th events
- Nike issued an apology, explaining the phrase was intended as runner motivation within their “Winning Isn’t Comfortable” campaign
- The controversy highlights growing expectations for brands to demonstrate cultural awareness in advertising campaigns
The Controversial Advertisement
Athletic apparel giant Nike found itself at the center of controversy during the recent London Marathon when its advertisement was perceived as inadvertently referencing the Holocaust. The billboard, part of Nike’s “Winning Isn’t Comfortable” campaign, featured the phrase “Never again. Until next year” in red lettering. The phrase “Never Again” carries significant historical weight as a slogan widely associated with Holocaust remembrance, leading many to interpret the advertisement as tone-deaf and disrespectful, particularly given its timing following October 7th events in the Middle East.
The advertisement appeared alongside other motivational phrases targeted at marathon runners, including “Remember why you signed up for this” and “This is bloody tough.” Despite Nike’s intent to motivate runners through relatable sentiments about marathon challenges, the execution sparked immediate criticism from prominent individuals and Jewish advocacy groups who viewed it as culturally insensitive.
High-Profile Criticism
Billionaire investor Bill Ackman was among the most vocal critics, expressing shock at Nike’s use of the phrase and imagery. “I can’t believe this is real,” Ackman stated in response to the advertisement. Human rights attorney Arsen Ostrovsky also weighed in, acknowledging that while the advertisement likely lacked malicious intent, it demonstrated poor judgment in using the phrase “Never Again” given its historical significance in remembering the Holocaust.
Jennifer Sey, founder of XX-XY Athletics, specifically criticized the timing, noting: “The timing. The red. The phrase ‘never again.'” Pro-Israel author Aviva Klompas similarly pointed out the problematic nature of the advertisement. These reactions reflect growing expectations for major brands to demonstrate awareness and sensitivity toward historical contexts and cultural references in their marketing campaigns.
Nike’s Response and Pattern of Controversy
Following the backlash, Nike issued an apology for any unintended harm caused by the advertisement. The company clarified that the message was part of its broader “Winning Isn’t Comfortable” campaign designed to capture the mixed emotions of marathon runners who often vow “never again” after completing a grueling race, only to sign up again the following year. Despite this explanation, the incident has added to Nike’s history of controversial marketing decisions.
This is not the first time Nike has faced criticism for its advertising choices. The company previously generated controversy through its association with former NFL quarterback Colin Kaepernick, who became a polarizing figure after kneeling during the national anthem. The London Marathon incident further demonstrates the challenges global brands face in creating marketing messages that resonate positively across diverse cultural contexts.
Lessons for Corporate Advertising
The controversy surrounding Nike’s London Marathon advertisement underscores the increasing importance of cultural sensitivity in corporate branding efforts. As consumers and advocates become more vocal about perceived insensitivity, companies face greater scrutiny of their marketing messages. This incident highlights how easily well-intentioned advertisements can be interpreted differently across varied historical and cultural contexts, especially when using phrases that carry significant historical weight.
Companies operating globally must now implement more rigorous review processes that consider how their messaging might be perceived by diverse audiences. The Nike controversy serves as a reminder that in today’s interconnected world, brands must balance creative marketing with respectful engagement of cultural sensitivities to maintain consumer trust and brand reputation.
