JD Sports is facing backlash after posting an advert that features motorcyclists wearing trainers. The ad for Nike Air Max 95s has been criticised for promoting “inappropriate” footwear and “irresponsible” riding, with motorcycle groups taking issue with the stunts, such as wheelies, performed in the video. The UK advertising watchdog has received over 40 complaints about the ad.
Although the video includes a disclaimer stating that stunts performed are by professionals and should not be tried at home, industry bodies claim JD Sports is promoting dangerous behaviour, particularly among younger riders. Proper motorcycle boots provide the essential protection needed in the event of an accident, according to Paul Morgan, from the British Motorcyclists Federation. Casual shoes and trainers are not suitable for riding motorcycles and can cause significant injury, he said.
Tony Campbell, chief executive of the Motorcycle Industry Association, also criticised JD Sports’ ad campaign for promoting anti-social and irresponsible riding while attempting to sell more trainers. The company has stated that it takes health and safety seriously and that the advert included professionally trained riders on private land and indoors. It confirmed that its health and safety team carried out a risk assessment before filming took place.
The Advertising Standards Authority is currently reviewing the complaints but has not yet launched a formal investigation. Nike has not responded to requests for comment, while JD Sports defended its advert by stating its commitment to safety in all areas of the business
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