Nike has been accused of “shaming” Parkrun walkers with a controversial ad campaign that has popped up at running spots in parts of London.
The sportswear giant launched a series of billboards at locations including Brockwell Park and Peckham Rye in the south of the capital that aimed to discourage people from walking. One sign read: “You didn’t come all this way for a walk in the park.”
Parkrun’s head of public affairs said the brand’s “elitist messaging” was not welcome at the charity’s events, which take place at more than 1,400 locations across the UK.
Kirsty Woodbridge accused the company of trying to “shame” walkers "for a bit of brand awareness”.
In a post on LinkedIn, she said: “Imagine turning up at Parkrun events, circumventing the charity and volunteers that provide them, putting up these billboards, riding round on Rickshaws literally pedalling this message, using this kind of language, putting incredible and totally unnecessary pressure on the local people, who are giving their time for free to provide something safe and welcoming for their communities.
“To anyone thinking about coming to parkrun, walking, running, volunteering, coming to watch, whatever the hell you like, ignore this rubbish.”
Ms Woodbridge said she was “heartbroken” that the charity’s volunteers had to experience “guerilla marketing” at the events.
“People DO come for a walk in the park. And they come a VERY long way. And they are SO welcome,” she added. “They come all this way for a walk in the park not expecting to see something like this undermining everything we stand for.”
Parkrun chief executive Lil Duggan said: “Parkrun is a charity providing more than 2,800 events around the world every weekend, all delivered locally by volunteers. 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.”
Nike removed similar adverts in Boston, US, last week ahead of the city’s marathon on Monday after facing criticism online for being exclusionary.
Some of the signs read: “Runners welcome, walkers tolerated.”
In an apology issued on Friday to the Boston marathon, Nike said: “We want more people to feel welcome in running—no matter their pace, experience, or the distance.
“During race week in Boston, we put up a series of signs to encourage runners. One of them missed the mark. We took it down, and we’ll use this moment to do better and continue showing up for all runners.”
Sportswear company Asics opted to launch its own version in the city in response to Nike’s advert, which read: “Runners. Walkers. All Welcome,” followed by a subdeck, “Move your body, move your mind.”
Nike have been contacted for comment.
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