Adidas has issued a public apology after a mass marketing email was sent to athletes congratulating them on 'surviving' the 2017 Boston Marathon.
The email, which was sent from Adidas Running, featured to subject line: “Congrats, you survived the Boston Marathon!”
“You’ve conquered Boston. Share your race day experience and shop official gear,” the message went on.
The communication was branded inappropriate by a number of recipients, just four years after three people were killed and 240 more were injured in a terrorist bomb at the race finish line.
— Anthony (@anthonypierro5) April 18, 2017
The sportswear giants were quick to apologise for the email, insisting they were 'incredibly sorry for our mistake.'
“We are incredibly sorry. Clearly, there was no thought given to the insensitive email subject line we sent Tuesday. We deeply apologise for our mistake,” a statement from Adidas read.
— adidas (@adidasUS) April 18, 2017
“The Boston Marathon is one of the most inspirational sporting events in the world. Every year we’re reminded of the hope and resiliency of the running community at this event,” it concluded.
Two of the survivors from the 2013 bomb completed this year's marathon.