Nike ad for discounted children’s trainers implying discounts on adults’ shoes found to be misleading

ASA Ruling on Nike Retail BV

The ASA has ruled that a paid-for ad on X by The Sole Supplier, featuring Nike trainers and a caption that stated, “Now just £26 at Nike!”, was misleading. The ad did not indicate that the trainers were for children and limited to sizes UK 3 to 6. The ad implied that the trainers were for adults, causing potential confusion for consumers who expected adult sizing at the promotional price. The ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising). Nike and The Sole Supplier must ensure future ads do not omit material information regarding product limitations.