'No Jews, No Jews': Two Jewish Boys Blocked From Entering Sporting Goods Store…in Britain

British retailer Sports Direct has apologized after two 11-year-old Jewish boys said a security guard blocked them from entering a store and told them, “No Jews, no Jews."

According to Britain’s Jewish News, the guard pointed specifically to the boys' Jewish school uniform badges in telling them they couldn't shop there in the Friday incident.

Photo credit: Shutterstock/Tom Gowanlock

The guard was removed from Borehamwood store, outside London, then fired from the security contractor that supplies the guards, the Jewish Chronicle reported.

David Rosen, the father of one of the boys, wrote on Facebook: “Other children from the same school, whose uniform was covered by a coat, were let in without question."

Judith Levitan, the mother of the second boy, said she went to the store after she heard from her son that he had been prevented from entering the store.

Other parents also showed up and asked to speak with the guard, Jewish News reported.

“I have been on the receiving end of anti-Semitism but I was angry and disgusted that my 11-year-old and his friends had to experience this in their first week of school,” Levitan said.

"The guard was deeply offensive and disrespectful to the school children,” said a Sports Direct spokesman, according to the Chronicle. “We take pride in the lack of prejudice amongst our trained staff and will not tolerate discrimination of any kind.”

Sports Direct Independent Director Simon Bentley wrote to Rosen: “I apologize for the distress and trouble that your son, you and the others involved suffered.”