‘Never Again’ Slogan in Nike’s Marathon Ads Sparks Outrage

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Nike’s use of “Never again” in its London Marathon ads sparks criticism amid rising global antisemitism concerns.

Nike’s recent advertising campaign at the 2025 London Marathon has drawn significant criticism for its use of the phrase “Never again,” a slogan traditionally associated with Holocaust remembrance. The billboards, placed along the marathon route, featured taglines such as “Never again, until next year” and “Never again, see you next year,” aiming to resonate with runners’ post-race sentiments.

However, the timing and phrasing have been deemed insensitive by many. The phrase “Never again” holds profound significance as a vow to prevent atrocities like the Holocaust, making its commercial use controversial. The red coloring of the billboards further fueled concerns, with some likening it to Nazi symbolism.

Bill Ackman, a prominent investor in Nike, publicly criticized the campaign, stating that Nike CEO Elliott Hill had apologized for the “gaffe.” While Nike confirmed the removal of the billboards and issued a general apology, it did not explicitly confirm Ackman’s claim of a direct apology from Hill.

The controversy comes amid a global rise in antisemitic incidents. According to the Anti-Defamation League, the United States saw a 140% increase in reported antisemitic incidents from 2022 to 2023, with similar spikes observed in the United Kingdom and France .

Nike defended the campaign’s intent, stating that the billboards were part of a broader initiative titled “Winning Isn’t Comfortable,” designed to motivate runners. The company emphasized that the language used was based on common phrases among marathon participants and apologized for any offense caused.

This incident highlights the delicate balance brands must maintain when leveraging culturally sensitive phrases for marketing purposes, especially in a climate of heightened awareness around issues of antisemitism.