By Erica Abbott
Adidas is in hot water after sending an “insensitive” email to this year’s Boston Marathon runners. On Tuesday, screenshots of the email began circulating social media—and many wondered why the email subject line was ever sent in the first place.
The congratulatory, albeit tone-deaf, email read, “Congrats, you survived the Boston Marathon!” The email encouraged those who participated in the annual marathon to share their experience and, of course, shop their apparel. Many pointed out, however, that the subject line was poorly-worded, given the tragedy of the 2013 Boston Marathon bombing, which killed three and injured more than 260 people.
The apparel company later issued an apology after sparking outrage on social media. “We are incredibly sorry. Clearly, there was no thought given to the insensitive email subject line we sent Tuesday,” the email read. “We deeply apologize for our mistake. 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.”
See how social media reacted to the email below:
Social Media Reacts to Adidas’ “You Survived” Boston Marathon Email
— Tanner (@TannerEthridge) April 18, 2017
— Kyle (@kgeich) April 18, 2017
— Ross Bolen (@WRBolen) April 18, 2017
Wth adidas lmao pic.twitter.com/vVD0hEJD49
— ♛- ƓӇФƧŦŦ -♛ (@FxckGhosttt) April 18, 2017
— dylan (@_dylwithit) April 18, 2017
Adidas coming in hot pic.twitter.com/NqqQQc9fXf
— Lerbon Janes (@ColeyMick) April 18, 2017
— Mike Denison (@mikd33) April 18, 2017
Apology from Adidas coming in 3..2..1.. pic.twitter.com/4U5As0BdKV
— Barstool Sports (@barstoolsports) April 18, 2017
— Patriots Extra (@PatriotsExtra) April 18, 2017
If u ever feel like u are having a bad day at least u aren’t adidas pic.twitter.com/9XJLENBYSZ
— Geena Gelato (@geenagelato) April 19, 2017
Pepsi: We made the WORST PR gaffe.
United: Hold my beer
Spicer: Hold my 6-pack
Adidas: Hold my keg
— Troy Hughes™ (@TommySledge) April 19, 2017
Did you see Adidas’ “insensitive” Boston Marathon email circulating social media? How did you react to the subject line? Sound off in the comments section below!
Photo credit: Peter Farlow, Wikimedia Commons