Nike’s latest motivational campaign tripped over cultural sensitivities at the 2025 London Marathon in an era of heightened social consciousness
In the high-stakes race for marketing relevance, even the world’s biggest brands can stumble spectacularly.
Nike, the global athletic giant, is facing a fierce backlash after its “Winning Isn’t Comfortable” campaign at the 2025 London Marathon used the phrase “Never again” — a slogan historically tied to Holocaust remembrance — in a light-hearted nod to runners’ exhaustion.
The billboards, intended to capture the weary, tongue-in-cheek sentiments of marathoners (“Never again, until next year” and “Never again, see you next year”), quickly ignited outrage.
Critics lambasted the campaign as tone deaf, particularly against the backdrop of rising global antisemitism and an alarming erosion of Holocaust memory.
“We did not mean any harm and apologise for any we caused,” Nike said in a swift damage-control statement, explaining that the slogans were based on common runner lingo designed to inspire perseverance.
Yet the backlash reveals a deeper truth modern marketers must heed: context isn’t just important — it’s everything.
In a world where 46% of people across 103 countries still harbour antisemitic attitudes, and where less than half recognise the historical reality of the Holocaust (according to a 2025 ADL-Ipsos study), flippantly repurposing deeply sensitive phrases can trigger swift and severe brand reputational risks.
Nike, already grappling with a 9% year-over-year drop in revenues and working to reclaim its marketing mojo through splashy campaigns like its Paris 2024 Olympics push and a return to the Super Bowl ad stage after 27 years, now faces fresh challenges.
Can a brand built on unapologetic winning afford not to apologise — and listen — when it loses touch?
This controversy underscores a critical lesson: Brand authenticity must be paired with cultural intelligence.
In an era where every billboard, every caption, and every slogan lives under a global microscope, marketers must navigate with more than just creativity.
They must move with awareness, empathy, and responsibility.
The emotional resonance of a campaign is no longer dictated solely by its intent.
It’s judged by its impact and its echoes in the wider cultural and historical consciousness.
Nike’s stumble at the London Marathon is a timely reminder for marketers everywhere: inspiration must never come at the cost of insensitivity.
When in doubt, history — and humanity — must always take precedence over the punchline.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
