High Street retailer JD Sports has been criticised after one of its adverts depicted a motorcyclist wearing trainers instead of riding boots.
The Advertising Standards Authority (ASA) said it received more than 40 complaints about an advert for the Nike Air Max 95s. During the advert, a series of stands are performed on motorbikes and quad bikes.
Some motorcycle groups criticised the advert and its riders for wearing “inappropriate” footwear whilst riding the machines.
One outraged Facebook user wrote: “This is disgusting!! Nike JD Sports you need to take this down. So many youngsters think it’s ok to ride in trainers and tech pants it’s soooo not!! Do the right thing and take it down!!”
A second claimed that the advert was promoting everything that gave those who ride motorbikes and quadbikes a bad name. In a statement after the release of the advert, the British Motorcyclist Federation’s Paul Morgan advised what riders should be wearing.
Mr Morgan told the BBC: “Proper motorcycle boots with reinforced features, that provide adequate protection to the foot and ankle of the rider, are crucial to minimise injuries in the case of accidents.
“Casual shoes and trainers are entirely inappropriate for riding motorcycles and are likely to shred or slip off in the event of an accident causing significant injury to the rider.”
Chief executive of the Motorcycle Industry Association Tony Campbell questioned how JD Sports could have got the advert wrong “on so many levels”.
He added: “For JD Sports to promote and glamorise this to young people is irresponsible.”
JD Sports told the BBC that the advert was filmed with professionally trained riders on both private land as well as indoors.
In a statement, the retailer said: “This followed our health and safety team conducting a rigorous risk assessment that was shared with the riders, to ensure maximum safety.
“We take health and safety very seriously across all aspects of our business.”
