Sneaker maker Nike has apologised for using the phrase “Never Again” in a billboard placed along the route of Sunday’s London Marathon.
Critics of the billboard — featuring a red background and large black letters reading “Never Again. Until Next Year” — lambasted the company for using a phrase often used as a reminder to heed the lessons of the Holocaust.
“The idea that @Nike would make light of the holocaust using Hitler-red imagery in a post- 7 October world is stunning,” the activist Jewish investor Bill Ackman wrote on X.
“I don’t believe for a second there was any ill malice, but please understand the concern with using the words ‘Never Again,’ what they represent and why this was in poor taste,” tweeted Arsen Ostrovsky, an a lawyer and pro-Israel activist.
