The attack on Israel on October 7, 2023, resulted in over 1,200 Israeli fatalities and shocked the world. The assault, carried out by Hamas, highlighted the persistent presence of virulent antisemitism globally. This incident marked the most lethal attack on Jewish people since the Holocaust, with Hamas still holding 90 individuals captive, including the bodies of about 34 victims. Post-Holocaust, a pledge was made to prevent such horrors from occurring again. Regrettably, the promise of “Never again” was devalued to mere rhetoric following this tragic event.
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
The London Marathon took place last Sunday, attracting participants from around the world to tackle the challenging 26-mile course. However, it was not the race itself but a set of signs placed by Nike, a prominent athletic shoe company, along the marathon route that garnered attention. The signs bore the phrase “Never again, until next year,” drawing criticism for its lack of sensitivity. Nigel Litman, a retired judge from the U.K., expressed dismay over Nike’s marathon advertising campaign, saying:
“As a Jewish resident of London, I was deeply shocked, pained, and angered by the context in which these words were used, even if intended to symbolize the temporary discomfort 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
— The Jewish Voice (@TJVNEWS) April 28, 2025
