Nike has come under fire for using the slogan “Never Again. Until Next Year” during the 2025 London Marathon. The phrase was part of a broader advertising campaign that appeared on billboards and official merchandise. While the intent was to reflect the common feeling among marathon runners that the race is so tough they swear never to do it again only to sign up again the next year many people found the wording deeply inappropriate.
Nike’s use of “Never Again” in their slogan unintentionally linked to the phrase’s historical association with Holocaust remembrance sparking criticism and outrage. Using it in a commercial context struck many as insensitive.
Prominent voices including hedge fund manager Bill Ackman and human rights lawyer Arsen Ostrovsky criticized Nike publicly. Ackman said, “Never Again is as iconic a phrase as Just Do It. Nike should know better.” Ostrovsky called the campaign tasteless and said it showed a lack of historical awareness.
Nike responded with an apology, stating that the campaign was part of a larger theme titled “Winning Isn’t Comfortable,” meant to highlight the mental and physical struggle runners endure. The company added, “We did not mean any harm and apologize for any we caused,” and promised not to use the phrase “Never Again” in future marketing.
This incident follows other recent controversies involving Nike. In 2024, during the Melbourne Marathon, images shared on social media showed competitor brand logos like Asics and Puma digitally removed from photos. Nike denied responsibility but faced criticism nonetheless. The brand has also been at the center of debates over its “super shoes,” which some argue give runners an unfair advantage.
The backlash surrounding the London Marathon slogan highlights the importance for global brands to be culturally aware and sensitive when crafting their messages. Even well-intended slogans can cause harm if they ignore the historical or emotional weight certain phrases carry.
