Nike accused of 'shaming' participants who walk in local Parkrun event

Nike has faced criticism for “shaming” participants in local Parkrun events after releasing a set of adverts aimed at discouraging walking.

Signs baring the Nike tick alongside statements such as “You didn’t come all this way for a walk in the park” or “Running in London is peak” appeared in several parks across London this month, including Crystal Palace Park, Brockwell Park and Peckham Rye.

Some of the displays were hanging from cherry pickers, while other smaller signs directed people around paths with the signage: “Runners only”.

Kirsty Woodbridge, head of communications at parkrun UK, denounced the campaign in a statement on LinkedIn, telling Nike that its “elitist messaging is not welcome at parkrun”.

Ms Woodbridge said the messaging puts “incredible and totally unnecessary pressure on the local people”, adding that people come to walk in parks for many reasons, from health conditions to seeking social connection.

“To anyone thinking about coming to parkrun, walking, running, volunteering, coming to watch, whatever the hell you like, ignore this rubbish,” she wrote.

Nike did not immediately respond to ITV News’ request for comment.

However, in a statement to the Times, the sportswear company apologised and admitted it had “missed the mark”.

“We’ll use this moment to do better and continue showing up for all runners,” it said.

Nike was forced to take down a similar campaign poster that read “Runners welcome, walkers tolerated” ahead of the Boston marathon last week after online backlash.

Woodbridge’s LinkedIn statement prompted runners and parkrun volunteers to call out Nike’s messaging for being “inappropriate”, “rude” and the “opposite of inclusivity”.

Parkrun CEO Lil Duggan told ITV News: “Everyone is welcome, regardless of pace, background, or ability. All participants are celebrated, whether they choose to walk, run, volunteer or simply come along to support those taking part and soak up the feel good atmosphere.”