Nike has been forced to withdraw a range of shoes called Air Stab from its British outlets after a spate of fatal knife attacks across the country.

The shoes, a limited-edition “retro” range from 1988 relaunched two years ago, also carry the logo Runnin' 'n' Gunnin' on their inner linings and heel. They have provoked horrified reactions from consumers and charities trying to combat gun and knife crime in Britain.

A total of 53 people have been stabbed to death in London alone so far this year. More than 5,000 people across Britain were admitted to A&E wards suffering from stab wounds last year.

Nike's pledge to discontinue the Air Stab shoe range yesterday comes only 11 days after two security guards at the store Niketown, in Regent Street, London, were attacked with knives as they tried to apprehend a gang of teenage shoplifters. They were treated for stab wounds to the leg and back.

A spokesman for the sports clothing company told The Times that the name was “obviously unfortunate, given the current issues that we face in the UK, and we will therefore be taking the Air Stab out of distribution”.

He denied that the withdrawal was because of worries that the name promoted or encouraged the use of knives. “I do not think it might have a bad influence over young people.”

The spokesman added that the decision had been made “a few days ago” but yesterday the Air Stab range was still on sale for £90 in Niketown. One shop assistant, unaware of the shoe's imminent demise, said they were “really big sellers”.

“The name might seem a bit bad, but it's quite innocent really,” he added. “They were named before all the recent problems.”

“I think it's appalling,” said Fatima Tarkhan, 25, as she browsed the walls of trainers. “They probably treat it as just a gimmick, but it's not the sort of thing that should be made into a joke. It's not funny at all.”

Crimestoppers, the crime fighting charity, said it was “astonished that a major retailer such as Nike could be this naïve and act so irresponsibly with its marketing. With the current gun and knife epidemic that is sweeping our country we would expect retailers to be taking a more sensitive approach to promoting products to a young and impressionable market.”

Brooke Dunford, the organiser of a recent anti-knife rally and a friend of Ben Kinsella, the 16-year-old who was stabbed to death in London last month, told The Times that the name Air Stab made her “sick to the stomach”.

“What are they trying to promote?” she said.

Nike continues to sell a shoe range called Pocketknife online and yesterday defended the brand name. “It's an ACG, or all-conditions gear shoe,” said the spokesman. “You can fold it up and put it in your rucksack. It's all about camping and being outdoors.”

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