Nike’s Alienating Physical Activity Messaging: Our Response

Get Yourself Active and Disability Rights UK are concerned by Nike’s recent advertising slogan, “Runners welcome. Walkers tolerated.” While it may be intended as a motivational message, it exemplifies exactly the kind of exclusionary and ableist physical activity (PA) messaging that our latest research with the University of Durham highlights as harmful to Disabled people. 

Our research demonstrates that Disabled adults already face significant barriers to participating in physical activity, including stigma, lack of inclusive opportunities and messaging that fails to reflect their lived realities. Campaigns like this reinforce those barriers. By positioning runners as “welcome” and walkers as merely “tolerated,” Nike’s message creates a clear hierarchy of movement one that implicitly devalues those who cannot run, including many Disabled people. 

For some individuals, walking is not a lesser form of exercise. It may be the most accessible or achievable activity, and one that is enjoyable! For others, walking may not be possible at all. Messaging that privileges one form of movement over another not only excludes but actively alienates those whose bodies and abilities do not align with these narrow ideals. 

Our findings also show that widely used PA messages often fail because they are not co-produced with Disabled people. As a result, they can feel unrelatable, unrealistic and in some cases discriminatory. Nike’s slogan is a clear example of this disconnect. Rather than encouraging participation, such messaging risks discouraging Disabled people from engaging in physical activity altogether, as it signals we are not fully welcome in these spaces. 

At a time when Disabled adults are almost twice as likely to be physically inactive as non-disabled adults, the need for inclusive, supportive and representative messaging has never been greater. Effective health communication should empower individuals, not marginalise us. 

We call on Nike and other organisations to work collaboratively with Disabled people to co-produce physical activity campaigns that reflect the diversity of bodies, abilities and experiences. Messaging should celebrate all forms of movement and make it clear that everyone regardless of how they move is equally valued and welcome. We offer to meet with Nike to explore how we can assist them in this.

From a rights-based perspective, as advocated by Get Yourself Active and Disability Rights UK, physical activity should be inclusive, equitable and grounded in dignity. This slogan undermines these principles by positioning some individuals as merely “tolerated” rather than equally valued, highlighting the urgent need for co-produced, inclusive messaging that reflects the diversity of Disabled people’s lives.