Nike is facing backlash after an advertisement was displayed Sunday along the route of the London Marathon, one of the world’s most prominent long-distance races.

The giant billboard for the American athletic footwear and apparel company, held aloft with a crane, read “Never Again. Until Next Year” in black letters with a red backdrop.

“Never again” is a slogan widely associated with the Holocaust, representing a global pledge to prevent similar atrocities from happening. The ad sparked further outrage because “until next year” evoked vows that Iranian-backed Hamas terrorists made to repeat their attack on southern Israel on Oct. 7, 2023.

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