Nike has been accused of ‘shaming’ Parkrun participants with ‘elitist messaging’ on advertisements attacking walkers.
The company’s billboards have appeared at weekend running locations in London in recent weeks.
Slogans included ‘you didn’t come all this way for a walk in the park’ and ‘runners only’.
Adverts were placed in Parkrun locations, where the charity organises free Saturday morning 5km runs for all abilities.
Kirsty Woodbridge, head of public affairs at Parkrun, said the ‘guerilla marketing’ was ‘rubbish’ and participants should ‘ignore’ the adverts.
She told Nike: ‘You’ve got this one wrong. Big time.
‘People DO come for a walk in the park. And they come a VERY long way. And they are SO welcome.’
Ms Woodbridge said some participants were battling long-term health conditions or could not afford a gym membership, while others came to spend time with family or in search of connection.
She said the charity was ‘heartbroken’ that participants had to see the Nike adverts, which have so far been spotted at Brockwell Park, Peckham Rye and Crystal Palace Park.
The company was forced to remove similar adverts in Boston before the US city’s marathon, which took place on Monday.
One of the adverts read: ‘Runners welcome. Walkers tolerated.’
Nike apologised, admitting it had ‘missed the mark’ and promising to ‘use this moment to do better and continue showing up for all runners’.
Lil Duggan, Parkrun’s chief executive, said: ‘Everyone is welcome, regardless of pace, background, or ability.
‘All participants are celebrated, whether they choose to walk, run, volunteer or simply come along to support those taking part and soak up the feel-good atmosphere.’
James Wood, a running TikToker, said the Nike advert ‘goes against everything I stand for’.
In a video the 29-year-old said: ‘Parkrun is designed to be the most inclusive form of running. The actual premise is not about running but about competing 5k in a spot locally.
‘Nike’s advert promoted exclusivity. You should be able to do a 15-minute Parkrun but also walk a 45-minute one.’
Shelley Pickles, a Parkrun volunteer, said the event was ‘one of the few spaces left where it truly doesn’t matter how fast you go’.
She added: ‘I’ve seen people take their very first steps back to fitness there. I’ve walked alongside people rebuilding confidence, recovering from illness, or simply finding the courage to show up. For some, walking *is* the achievement. For others, it’s the beginning of something bigger.
‘And every single one of those journeys matters.’
Nike were contacted for comment.
