Nike Faces Backlash for Insensitive Use of Holocaust Phrase at London Marathon

Nike, the multi-billion-dollar athletic giant, has found itself under fire once again this time for an astonishing act of tone-deaf marketing. Just three days after Holocaust Remembrance Day, known as Yom HaShoah, Nike installed signs at the London Marathon reading, “Never again, until next year.” The phrase, deeply intertwined with the memory of the Holocaust and the six million Jews murdered by the Nazis, was repurposed to joke about marathon fatigue.

Retired British judge Nigel Litman captured the outrage perfectly, saying he felt “shocked, hurt, and angry” seeing the sacred words used so flippantly. He explained that "Never Again" is a solemn vow against the repetition of genocide not a slogan for running shoes. Litman rightly pointed out that the phrase has only gained more emotional weight in recent months, as Jewish communities worldwide mourn the barbaric Hamas massacre of October 7, 2023, which left over 1,200 Israelis dead.

Let’s be clear:

• “Never Again” is not a marketing gimmick it’s a solemn global commitment to prevent atrocities.

• In light of Hamas' brutal promises to repeat attacks like October 7, Nike’s casual use of the phrase cuts even deeper.

• According to the Anti-Defamation League, antisemitic incidents in the U.S. surged by 388% following the October attacks, reflecting heightened sensitivities.

Nike’s insensitivity isn’t a first offense, either. Less than a month after Hamas' bloody assault, James Rehwald, a so-called "digital media marketing specialist" at Nike, was caught accusing Israel of "massacring civilians" in a grotesque distortion of facts. While Nike CEO John Donahoe issued an internal statement condemning the “horrific attacks in Israel,” he noticeably failed to mention Hamas, sparking further outrage among Jewish employees.

This is the reality: massive corporations like Nike increasingly pander to radical narratives while disregarding the deep wounds they reopen. It’s one thing to sell sneakers it’s another to trample on history and human dignity in the process.

In a time when antisemitism is on the rise, it’s shameful to see a company with Nike’s influence treat a solemn vow like "Never Again" as mere marketing copy. Americans deserve better from the brands they support and they’re paying attention.

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