Much of the world was horrified by the October 7, 2023, attack on Israel that left more than 1,200 Israelis dead. The attack by the terrorist organization Hamas reminded the world of just how much virulent antisemitism still exists in the world. It was the most deadly attack on Jewish people since the Holocaust. Hamas continues to hold 90 people hostage since that terrible day, including the bodies of roughly 34 who are deceased. After the Holocaust, the world promised that such atrocities would never happen again. However, on Sunday, the global promise of "Never again" was reduced to a marketing slogan.

This Nike advertisement was displayed at the end of the London Marathon.

To take a slogan about the Holocaust, and use it for entertainment, is simply grotesque.
Nike - Just DON’T do it. pic.twitter.com/tBadDgQKrt

— Rabbi David Schlusselberg (@RavSchluss) April 28, 2025

Read More: Hamas Begs Iran for $500M War Chest to Obliterate Israel

The London Marathon was held on Sunday, and like most marathons, it drew thousands from all over the world who attempted to complete the grueling 26 miles. But what has drawn attention to the marathon is a series of signs placed along the marathon route by athletic shoe giant Nike that read, "Never again, until next year." As anyone but apparently Nike executives might have guessed, the signs are earning the company plenty of backlash for its insensitivity. Nigel Litman is a retired judge in the U.K., and said of Nike's marathon ad campaign:

“As a Jew living in London, I felt shocked, hurt, and angry to see the use of words in this context, even if no doubt in reference to the temporary pain of running 26 miles."

After the slaughter of six million Jews in Europe, the phrase "Never Again" has come to be synonymous with the prayer that such evil would never again take place. Since October 7, 2023, that prayer has taken on new meaning, especially in light of the fact that Hamas has vowed to repeat those same atrocities in repeated attacks. Litman reiterated that same message and slammed Nike for this latest marketing campaign, saying,

“The fact that the phrase is used as a marketing tool for the marathon is very indicative of the way it is treated. In fact, to chant ‘never again, until next year’ is exactly what Hamas promised: to repeat October 7 over and over again."

Adding to Nike's insensitivity is the fact that the marathon was held three days after Holocaust Remembrance Day. Great Britain alone has seen a sharp increase in antisemitic incidents, making 2024 the second-worst year with over 3,500 reported cases.

59 London Marathon runners dedicated their race to the 59 hostages still held by Hamas today.

Dozens of supporters wore yellow ribbons, hats, and held posters in the hostages honor.

We won't stop until every last hostage is home — until they too can run free. 🎗️ pic.twitter.com/TfQ8hubdak

— Hen Mazzig (@HenMazzig) April 27, 2025

Also Read: Antisemitism and Trade Unions: A Global and American Historical Perspective

There are no accusations of Nike purposely committing any acts of antisemitism. But would it be too much to ask of Nike that, before they introduce any sort of ad or marketing campaigns or slogans, they designate someone to do a little research first? As an American company, they have seen firsthand the often violent pro-Hamas anti-Israel protests on college campuses in this country. Those protests are just part of a global increase in antisemitism. 

Unfortunately, this is not the first time that Nike has used the slogan as part of its marketing. At last year's marathon, a billboard was installed with the same phrase. This year's marathon also included two anti-Israel activists from a pro-Palestinian group called "Youth Demand" who ran onto the route to protest UK arms sales to Israel. 

For now, the marketing geniuses at Nike have a whole year to come up with a different phrase. It can't be that hard to...just do it.

After the London Marathon, the company released an ad featuring the slogan “Never Again,” a phrase traditionally used to honor Holocaust remembrance, even adding humorously: “Until next year.”

The reaction in Britain and around the world has been one of shock and outrage.… pic.twitter.com/YHTl6z2L85

— The Jewish Voice (@TJVNEWS) April 28, 2025