Nike Apologizes and Removes ‘Never Again’ Marathon Ad

Nike apologized for a giant billboard ahead of Sunday’s London Marathon that sparked outrage online.

The company hoisted a giant red billboard in the city reading “Never Again, Until Next Year.” The phrase “never again” is often linked to Holocaust remembrance efforts, and individuals on social media called out the company for insensitivity.

Billionaire Bill Ackman called out Nike for the billboard on social media, saying the sneaker giant “[made] light of the holocaust using Hitler-red imagery.” Ackman posted late Monday that he had spoken with Nike CEO Elliott Hill who “apologized for the gaffe.”

“We did not mean any harm and sincerely apologize for any we caused,” Nike said in a statement to Front Office Sports. “The London billboards were part of a broader campaign built on runners’ insights and designed to motivate runners to push past what they think is possible. Nike condemns any form of antisemitism. The language should not have been used, and the billboards have come down.”

Nike did not respond to a followup question from FOS asking why the company did not issue an apology publicly.

Nike’s billboards for the London Marathon were part of a campaign called “Winning Isn’t Comfortable,” with other signs reading “This Is Bloody Tough” and “Remember Why You Signed Up For This.” The “Never Again, Until Next Year” sign was supposed to be displayed close to the finish line.

Nike previously distanced itself from antisemitic behavior in 2022 when it dropped current Dallas Mavericks player Kyrie Irving from its roster. Irving had shared a movie with antisemitic messaging and did not denounce those beliefs, which led to his suspension from the Nets. The player had designed nine signature shoes with the Swoosh, though the final one was never released. “At Nike, we believe there is no place for hate speech and we condemn any form of antisemitism,” the company said at the time.

Lisa Scherzer contributed reporting.