Nike Apologizes for Controversial Holocaust-Related Billboard at London Marathon

Nike faced widespread backlash after displaying a billboard at the London Marathon reading 'Never Again. Until Next Year,' a phrase critics noted is closely associated with Holocaust remembrance. The ad, intended as part of a campaign to motivate runners by referencing common post-race sentiments, was criticized by members of the Jewish community, public figures like Bill Ackman, and advocacy groups for trivializing the Holocaust, especially amid heightened sensitivity to antisemitism. Nike issued multiple apologies, clarifying there was no intent to cause offense and emphasizing the campaign was based on runners’ experiences, but acknowledged the language should not have been used and removed the billboards. While some runners defended the slogan as a familiar marathon phrase, others found its use in this context deeply inappropriate. The controversy reignited discussions about corporate responsibility and cultural awareness in advertising. Nike reiterated its opposition to antisemitism and pledged to be more mindful in the future.