Nike “Never Again” Controversy Explained

Nike faced widespread backlash after displaying billboards at the 2025 London Marathon with the slogan “Never Again. Until Next Year.” The campaign aimed to capture the common sentiment among marathon runners who, after finishing a grueling race, vow never to do it again-only to sign up the following year. However, “Never Again” is globally recognized as a solemn vow tied to Holocaust remembrance, making its use in a playful, commercial context deeply offensive to many, especially as the marathon coincided with the 80th anniversary of the liberation of Bergen-Belsen concentration camp.

Jewish groups, human rights advocates, and public figures condemned the ad for trivializing the Holocaust. Critics also noted the use of red and black colors reminiscent of fascist-era imagery, further amplifying the negative reaction.

Nike quickly apologized, stating there was no intent to harm and that the phrase was meant to motivate runners, not to reference the Holocaust.

Is the Public Overreacting?

The reaction, while intense, is grounded in the historical and emotional weight the phrase “Never Again” carries. In the context of rising antisemitism and recent global events, sensitivity around Holocaust-related language is heightened. While Nike’s intent was not malicious, the impact of the campaign-especially given its timing and cultural context-justifies the public’s strong response.

Could Nike Have Predicted the Reaction?

Yes, Nike could have anticipated this backlash. “Never Again” is widely known as a Holocaust remembrance vow, and its significance is taught and discussed globally. The campaign’s approval process appears to have lacked sufficient cultural and historical awareness checks. Experts have questioned how no one on Nike’s team flagged the phrase as problematic, especially given the proximity to Holocaust Remembrance Day and ongoing global tensions.

Lessons for Other Brands

• Cultural Intelligence Is Essential: Brands must rigorously vet slogans and imagery for unintended cultural or historical connotations, especially in global campaigns.
• Context Matters: Even common or humorous phrases can carry heavy meanings in different contexts. Timing and current events can dramatically shift how messages are received.

• Diverse Perspectives: Involve diverse teams and consult external experts to identify potential sensitivities before launch.
• Intent vs. Impact: Good intentions do not shield brands from backlash if the impact is harmful. Apologies should be swift and sincere, but prevention is better than damage control.
• Global Sensitivities: In an interconnected world, local campaigns can have global repercussions. Brands must consider international audiences and histories.

Nike’s “Never Again” ad demonstrates how a lack of cultural awareness can turn a motivational campaign into a reputational crisis. The lesson for all brands is clear: creativity must always be balanced with empathy, context, and cultural intelligence.