Nike apologizes for offensive Holocaust-themed ad at London Marathon

In the United Kingdom, during the 2025 London Marathon, Nike displayed a billboard that generated significant controversy due to its insensitive reference to the Holocaust. The advertisement featured the slogan, 'Never Again. Until Next Year,' which was perceived as trivializing the historical pledge to prevent similar atrocities. This oversight led to immediate backlash, especially from members of the Jewish community who took to social media to voice their outrage over what was described as a grotesque appropriation of a solemn phrase. Prominent figures such as hedge fund manager Bill Ackman criticized Nike for their poor choice of imagery and language, questioning how the marketing team failed to recognize the gravity of the slogan's historical significance. Furthermore, this incident occurred against a backdrop of increasing anti-Semitic incidents globally, particularly in the wake of heightened tensions following the attack on October 7, 2023, by Hamas. This context added to the sensitivity surrounding the advertisement and amplified the negative reception it received. In response to the uproar, Nike issued an apology claiming that there was no intention to offend. The company explained that the billboard was part of a broader campaign dubbed 'Winning Isn’t Comfortable,' aimed at motivating runners. The marketing approach was intended to reflect common phrases used by athletes to drive their performance. Despite this assertion, the backlash highlighted the importance of cultural sensitivity in advertising, as well as the potential repercussions when a brand's marketing missteps align with a distressing historical context. Critics emphasized that such errors underscore the need for corporate teams to engage in thorough reviews that consider cultural implications.