Social Media Articles

Creative Network-Marketing Research Institute
20 Apr 2017

Adidas apologizes following poorly worded Boston Marathon email that provoked social media backlash

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Runners who competed in the 2017 Boston Marathon were the recipients of a congratulatory email blast courtesy of the Adidas Running marketing team Tuesday.

Unfortunately for Adidas, the message of support was poorly worded with the subject line reading, “Congrats, you survived the Boston Marathon!”

Many participants of the annual race were understandably outraged at the lack of consideration for people who survived and experienced the 2013 Boston Marathon bombing in which Chechen-American brothers Dzhokhar Tsarnaev and Tamerlan Tsarnaev detonated two home made bombs near the crowded finish line of the race as fans an onlookers came to cheer the runners on.

UPDATE: Adidas has issued an apology for the poorly worded subject line in the email, posting the following message to their social media accounts Tuesday afternoon.

“We are incredibly sorry. Clearly, there was no thought given to the insensitive email subject line we sent Tuesday,” the message reads.

“The Boston Marathon is one of the most inspirational sporting events in the world. Every year we are reminded of the hope and resiliency of the running community at this event.”

Here are a few examples across social media at how folks reacted to the email from Adidas this morning: http://www.oregonlive.com/sports/index.ssf/2017/04/adidas_boston_marathon_ad_fail.html