(TJV NEWS) Nike, one of the world’s most iconic brands, is facing a wave of backlash after unveiling an advertising slogan that many Jewish organizations and supporters around the world are calling a disgraceful mockery of Holocaust memory, VIN News reported.

Following the London Marathon, Nike released a campaign featuring the phrase, “Never again… until next year,” intended as a tongue-in-cheek reference to the difficulty of running a marathon. However, as VIN News reported, the words “Never again” hold a sacred place in Jewish history, representing the vow to remember the six million Jews who perished in the Holocaust and to prevent future atrocities. The casual repurposing of this solemn phrase sparked immediate outrage.

“This wasn’t just an insensitive mistake — it was shameful,” a crisis communications expert told VIN News. “Nike trivialized the memory of millions to sell sneakers. It’s an astonishing collapse in judgment.” The timing of the ad release, coming days after Holocaust Remembrance Day and amid global tensions following the October 7 Hamas attacks on Israel, only intensified the anger.

Jewish communities worldwide responded furiously. As VIN News reported, one bitter social media user wrote, “What’s the difference between the murder of six million Jews and muscle pain after 26 miles? Apparently, both make people say ‘never again.’” Israel’s Mossad even weighed in on X, tagging Nike with the stinging rebuke, “Why do you keep failing?” Other users demanded a boycott, sarcastically asking if Nike had “hired Goebbels for PR.”

Marketing industry insiders told VIN News that Nike’s strategy may have been an attempt at edgy humor aimed at younger demographics. But Jewish leaders and communications experts were unanimous: nothing can excuse turning Holocaust remembrance into a marketing gimmick. “When marathon runners say ‘never again,’ they joke about sore muscles,” a Jewish leader said. “When Jews say ‘never again,’ it’s about genocide. How could Nike equate the two?”

As of Monday, Nike had not issued any public apology — a silence that many see as deepening the offense, VIN News reported. Crisis management specialists are urging the company to act swiftly by issuing a full apology, donating generously to Holocaust remembrance initiatives, and re-evaluating its marketing leadership.

“For a brand that touts itself as a champion of social justice,” one expert said, “this reveals shocking hypocrisy. The Jewish community deserves better. The memory of the Holocaust deserves better.