The sportswear giant sponsored the first-ever publication of the complete list of New York City Marathon finishers in the paper. Nike’s latest advertising effort, rolled out during the 2025 London Marathon, has backfired spectacularly, turning a motivational campaign into a cautionary tale about cultural sensitivity in. Global sportswear brand Nike is facing renewed backlash following the removal of a controversial billboard in London and past controversies. Seizing the moment, apparel start-up XX-XY.