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JD Sports, the renowned sportswear retailer, finds itself at the center of controversy following the release of an advertisement deemed "irresponsible" by motorcycle groups.

The ad, showcasing motorcyclists donning Nike Air Max 95s, has drawn sharp criticism from both the public and industry professionals, sparking concerns about safety and responsible advertising practices (via the BBC).

JD Sports Slammed for 'Irresponsible' Ad

Initially launched on social media platforms and in-store displays on Mar. 4, the advertisement quickly garnered attention for its portrayal of bikers performing stunts such as wheelies while wearing trainers.

Despite a disclaimer stating, "stunts performed by professionals-do not try at home," the Advertising Standards Authority (ASA) received 41 complaints regarding the promotional content.

Social media users flooded platforms like Instagram and Facebook with comments criticizing the ad. Some users expressed concern about the level of protection offered by the trainers. Some labeled the ad as "disgusting" and urged JD Sports to remove it promptly, citing worries about influencing young riders to engage in unsafe practices.

Motorcycle Groups Criticize JD Sports for Promoting 'Irresponsible Riding'

Industry bodies, including the Motorcycle Industry Association and the British Motorcyclists Federation, echoed these sentiments. Tony Campbell, CEO of the Motorcycle Industry Association, condemned JD Sports for glamorizing "anti-social" and "irresponsible riding" to boost trainer sales.

He emphasized the importance of responsible advertising, stating, "For JD Sports to promote and glamorize this to young people is irresponsible."

Moreover, Paul Morgan from the British Motorcyclists Federation emphasized the necessity of proper footwear for motorcycle riders, highlighting the inadequacy of casual shoes and trainers in providing essential protection in case of accidents.

JD Sports Responds to Criticism

JD Sports defended its advertisement, asserting that the footage was shot with professional riders under controlled conditions. A spokesperson emphasized the company's commitment to safety, stating, "This followed our health and safety team conducting a rigorous risk assessment that was shared with the riders, to ensure maximum safety."

Despite JD Sports' reassurances, the ASA acknowledged the complaints and announced a review of the ad's content. While no formal investigation has yet been initiated, the ASA emphasized the importance of responsible advertising practices concerning safety.

JD Sports' recent ad campaign has ignited a debate about portraying motorcycle safety in advertising. While the company defends its approach, critics argue that promoting risky behavior sets a dangerous precedent.