‘Congrats, you survived the Boston Marathon!’ Adidas sorry for ‘insensitive’ email
Adidas has issued an apology after its marketing team sent out a mass email congratulating runners for ‘surviving the Boston Marathon’ four years after a terrorist attack at the finish line killed three people.
The insensitive gaffe was described as hugely inappropriate on social media with many race participants sharing a snapshot of the email they received from the sportswear giant.
Someone in the marketing department at @Adidas is going to get fired hard for the subject of this email. pic.twitter.com/JqXoZnZQla
— Ross Bolen (@WRBolen) April 18, 2017
Dear @adidas, I love you, but you need to talk to whoever is doing your email marketing... #BostonMarathon#toosoon@adidasrunningpic.twitter.com/Ow64UqMj9o
— Jason Lonsdale (@jasonlonsdale) April 18, 2017
Three people were killed and hundreds injured when two explosives detonated near the finish line of the race in 2013.
“Too soon Adidas,” was the message some Twitterati had for the company’s marketing team, while others simply voiced their upset at the poorly phrased comment.
Too soon @adidas way too soon. pic.twitter.com/PstvK9LEAB
— Anthony (@anthonypierro5) April 18, 2017
Adidas sent out an email saying "congrats you 'survived' the Boston Marathon" wtf... pic.twitter.com/oLe1tgjKEF
— Brandin Cooks (@FauxCooks) April 18, 2017
@adidas I am pretty upset with your recent email "You survived the Boston Marathon" Maybe you don't remember some people didn't?
— Masona 5 (@mase007) April 18, 2017
When copywriting matters - oversight by @adidas with line "...you survived the Boston Marathon"#Creative#Copywritingpic.twitter.com/Lzeo1ByTju
— Julian Esposito (@j_espo) April 18, 2017
Hey @adidas , who thought of this creative title? It would've been just as good to say 'We hope you had a blast at the #BostonMarathon' pic.twitter.com/mQBlQbu08w
— All Out (@DanteA123456789) April 18, 2017
At least two survivors of the 2013 bombing participated in this year's race on Monday, according to Bloomberg.
Adidas, the official sponsor of Boston Marathon, responded to the backlash by apologizing, noting that “clearly there was no thought given to the insensitive subject line we sent Tuesday.”
— adidas (@adidasUS) April 18, 2017
The incident follows on from a series of recent PR disasters by massive global brands, namely Pepsi, United Airlines and Nivea.
READ MORE: Pepsi apologizes, pulls controversial Kendall Jenner protest ad
PEPSI: That was the biggest PR blunder of the year.
— Bryan Flaherty (@SwimSider) April 19, 2017
UNITED: Hold my beer.
ADIDAS: Hold my Pepsi. https://t.co/dGEwJh6eX1
