Nike Faces Backlash Over 'Never Again' London Marathon Billboard and Holocaust Outrage

Nike is facing serious backlash after a billboard displayed at the finish line of the London Marathon sparked outrage for its controversial slogan. The sign, which read "Never Again. Until Next Year." in bold black letters against a red background, was intended as a cheeky nod to runners' annual agony—but ended up treading on some painfully sensitive historical ground.

The phrase "Never Again" carries deep weight as a rallying cry against the horrors of the Holocaust, when Nazi Germany and its allies murdered 6 million Jews. Many saw Nike's use of the slogan, especially paired with the stark red backdrop, as an astonishing misstep. Not exactly the motivational message you want after 26.2 miles of sweat and tears.

High-profile critics, including Pershing Square CEO Bill Ackman, didn't hold back. Ackman took to X (formerly Twitter), calling the ad "stunning," and demanded accountability from Nike, questioning how anyone could green-light such a campaign in today’s climate. Rabbi David Schlusselberg also weighed in, describing the repurposing of a Holocaust-linked phrase for sports advertising as "simply grotesque." His verdict: Nike, just DON’T do it.

In response to the uproar, Nike issued a formal apology. The company insisted it "did not mean any harm" and explained the billboard was part of a broader campaign meant to motivate runners by tapping into phrases commonly heard in the running community. The campaign included other taglines like "Remember why you signed up for this" and "This is bloody tough." Nike said it "condemns any form of antisemitism," acknowledged the mistake, and confirmed the billboards were swiftly removed.

Intentions aside, this serves as a reminder that words matter—a lot. Especially when you’re a global brand with millions watching. Sometimes, a little more time in the brainstorming phase could save a whole lot of grief at the finish line.