JD Sports has been criticized for publishing an “irresponsible” advert featuring a motorcyclist wearing sneakers.
The UK’s Advertising Standards Authority (ASA) said it had received 41 complaints about social media ads promoting the Nike Air Max 95, which featured cyclists performing stunts such as stunts.
The video was criticized by the public despite being accompanied by the disclaimer that “stunts are performed by professionals, please do not try at home.”
“What level of cycling protection do your sneakers provide from your promotional perspective,” one user wrote in a comment on Instagram.
Another added: “Wow @jdsports making cyclists look like gangsters. Well done. Also not wearing the proper gear on their bikes.”
Photo: JD Sports/PA
One Facebook user wrote: “This is disgusting!! Nike JD Sports you need to take this off. A lot of young people think it’s okay to ride in sneakers and technical pants but it’s not! Do the right thing, Take it off!” “
A spokesman for JD Sports said the footage was filmed on a road closed to the public and that medical, health and safety professionals were on site.
They said: “Our health and safety teams have carried out rigorous risk assessments and shared them with passengers to ensure maximum safety.”
“We take health and safety very seriously in every aspect of our business.”
One of those taking part in the ad is professional cyclist OneWheelWavey, who has more than 44,000 followers on YouTube.
“Strictly no no”
The ASA said it was reviewing the complaints and stressed that the ad itself was not yet under investigation.
“The complainant argued that the model in the ad acted irresponsibly by wearing shoes that were unsafe for riding a motorcycle,” the ASA said.
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“We are currently reviewing these complaints and are therefore unable to comment further at this time. It is important to stress that we are not currently investigating this ad as we are still reviewing the complaints.”
Tony Campbell, chief executive of the Motorcycle Industry Association, said: “It is difficult to understand how an organization like JD Sports could get it so wrong on so many levels.”
He accused the company of “glorifying” and promoting “anti-social” and “irresponsible riding” in a bid to sell more sneakers.
Mr Campbell said: “The industry has some clear self-imposed advertising guidelines and any form of irresponsible riding depicting speed, stunts, stops or burnouts is strictly prohibited.”
“It is irresponsible for JD Sports to promote and glorify this to young people.”
Sky News has contacted Nike for comment.
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