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‘Take it down!’: JD Sports under fire after ‘irresponsible’ advert showing motorcyclists wearing trainers

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JD Sports has come under fire after posting an “irresponsible” advert showing motorcyclists wearing trainers.

The Advertising Standards Authority (ASA) said it had received 41 complaints about the social media adverts promoting Nike Air Max 95s in which bikers are seen performing stunts such as wheelies.

The footage carried the disclaimer “stunts performed by professionals – do not try at home”, but still gained criticism from the public.

“What level of riding protection do your trainers offer, seen as your promotional angle is biker wear,” one person wrote in the comments on Instagram.

While another added: “Wow @jdsports making bikers look like hooligans. Well done. Also not wearing proper kit on their bikes.”

Undated handout photo of an advert posted by JD Sports on Instagram. JD Sports has drawn complaints to the advertising watchdog for posting "irresponsible" adverts showing motorcyclists wearing trainers, deemed to be unsuitable for the sport. The Advertising Standards Authority (ASA) said it had received 41 complaints about the ads seen on Facebook and Instagram in March for Nike Air Max 95s, which feature bikers performing stunts such as wheelies and close-up shots of the trainers. Issue date: Tuesday March 19, 2024. PA Photo. See PA story CONSUMER JDSports. Photo credit should read: JD Sports/PA Wire ..NOTE TO EDITORS: This handout photo may only be used in for editorial reporting purposes for the contemporaneous illustration of events, things or the people in the image or facts mentioned in the caption. Reuse of the picture may require further permission from the copyright holder. .
Image:
Pic: JD Sports/PA

And one Facebook user wrote: “This is disgusting!! Nike JD Sports you need to take this down. So many youngsters think it’s okay to ride in trainers and tech pants it’s soooo not!! Do the right thing and take it down!!”

A spokesperson for JD Sports said the footage was filmed on roads that were closed to the public and medical and health and safety professionals were on set.

“This followed our health and safety team conducting a rigorous risk assessment that was shared with the riders, to ensure maximum safety,” they said.

“We take health and safety very seriously across all aspects of our business.”

One of those who took part in the advert was professional biker, OneWheelWavey, who has more than 44,000 followers on YouTube.

‘A strict no no’

The ASA said it is reviewing the complaints, emphasising the advert itself is not currently under investigation.

“The complainants argue that a model in the ad is wearing shoes that would be unsafe to wear when riding a motorcycle, which is irresponsible,” the ASA said.

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“We’re currently reviewing these complaints and, as such, can’t comment any further at this time. To emphasise, we’re not currently investigating the ad as we’re still reviewing complaints.”

Tony Campbell, chief executive of the Motorcycle Industry Association, said: “It is difficult to comprehend how an organisation like JD Sports can get this so wrong on many levels.”

He accused the company of “glamourising” and promoting “anti-social” and “irresponsible riding” in an effort to sell more trainers.

“The industry has some clear self-imposed advertising guidelines where any form of irresponsible riding depicting speed, wheelies, stoppies or burnouts is a strict no no,” Mr Campbell said.

“For JD Sports to promote and glamorise this to young people is irresponsible.”

Sky News has contacted Nike for comment.