The email subject line Adidas chose to congratulate runners of the Boston Marathon has caused widespread offence.
— Kyle (@kgeich) April 18, 2017
Praising runners who “survived” the marathon seems to be in particularly poor taste in light of the 2013 Boston Marathon bombing, where three people were killed and over 260 injured.
As an official sponsor of the 121st Boston marathon, many people received the email from Adidas and a lot of them thought the same thing.
— Ross Bolen (@WRBolen) April 18, 2017
— Jason Lonsdale (@jasonlonsdale) April 18, 2017
— Wyatt (@WyattGFerrell) April 18, 2017
Adidas has since issued an apology, saying: “Clearly, there was no thought given to the insensitive email subject line we sent on Tuesday. We deeply apologise for our mistake.”
For many, it is the latest in a line of PR blunders that we’ve seen in recent weeks.
Pepsi, United & Adidas walk into a bar of bad decisions… pic.twitter.com/JSWCuBY2kM
— Two Buttons Deep (@TwoButtonsDeep) April 18, 2017