An advertising campaign by JD Sports, showing motorcyclists wearing trainers while performing stunts, has drawn criticism for promoting dangerous riding practices and inappropriate footwear, leading to 41 complaints to the ASA.
JD Sports has come under scrutiny for an advertising campaign that depicted motorcyclists wearing trainers, specifically Nike Air Max 95s, while performing stunts. The advert has accumulated 41 complaints to the Advertising Standards Authority (ASA) due to concerns over the promotion of inappropriate footwear for motorcycling and the potential encouragement of dangerous riding behaviors, particularly among young riders. Critics, including motorcycle groups and industry figures such as Paul Morgan from the British Motorcyclists Federation and Tony Campbell from the Motorcycle Industry Association, have voiced their disapproval, arguing that the ad irresponsibly glamorizes unsafe riding practices.
In defense, JD Sports has stated that the campaign was executed with professional riders in controlled environments, emphasizing that strict safety measures were in place during filming. Despite this, the backlash prompted the company to disable comments on the promotional post. The advertisement has sparked a wider debate on the need for responsible advertising and the importance of prioritizing safety in marketing efforts related to sportswear and motorcycling.
The ASA is currently reviewing the complaints to determine whether a formal investigation is warranted, though no such investigation has been launched as of the latest updates. JD Sports maintains its commitment to health and safety in all operational aspects, awaiting the outcome of the ASA’s review.
