Nike Faces Backlash for “Never Again” Ads at London Marathon 2025

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Powerful campaign sparks controversy over tone and timing

Nike is once again at the center of controversy, this time for its bold “Never Again” ad campaign showcased during the 2025 London Marathon. While the sportswear giant is no stranger to provocative messaging, the slogan’s placement and timing have sparked public debate — with some applauding the brand’s courage and others accusing it of being tone-deaf.

The campaign featured large black-and-white posters of exhausted runners with the tagline “Never Again” printed in bold, all caps. Though meant to humorously capture the pain of marathon running — and the determination to push through — some viewers found the phrase alarming and misaligned with the event’s celebratory tone.

Social media backlash followed swiftly, with many questioning Nike’s sensitivity. “A marathon is a moment of triumph, not trauma,” one user posted on X (formerly Twitter). Others went as far as to say the messaging carried negative connotations, especially in a city still healing from past public safety tragedies.

Nike defended the campaign, explaining that “Never Again” was designed to resonate with runners’ raw emotions at the finish line — a moment when exhaustion and pride collide. The brand stated it aimed to reflect the authentic experience of pushing limits, while also celebrating the resilience of every participant.

Still, critics argue that Nike misjudged the emotional context of the London Marathon, which has long symbolized unity, charity, and overcoming adversity. Some runners felt the ads detracted from the uplifting spirit of the race, while others saw it as clever and relatable.

Marketing experts are split. Some believe the campaign achieved its goal — to stand out and spark conversation. Others say it risks alienating a core audience by leaning too heavily into dark humor.

This isn’t the first time Nike has danced on the edge of controversy. From Colin Kaepernick to Serena Williams, the brand has a long history of using provocative messaging to drive social and emotional impact.

Whether this latest campaign ultimately helps or harms Nike’s brand image remains to be seen. One thing is clear: the line between bold and brash is thinner than ever in today’s ad landscape.