Adidas said it was “incredibly sorry” after sending an e-mail to Boston Marathon participants on Tuesday using an unfortunate choice of words that alluded to the Boston Marathon bombings in 2013.
The e-mail’s subject line read: “Congrats, you survived the Boston Marathon!” In 2013, bombs exploded at the finish line, killing three people and injuring more than 260. At least two survivors of the 2013 bombing participated in this year’s race.
The e-mail was sent to advertise new gear and to encourage runners to share photos from the marathon and led to an uproar across social media.
“We are incredibly sorry,” Adidas said in a statement on its Twitter account. “Clearly, there was no thought given to the insensitive email subject line we sent Tuesday. 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.”
Photo courtesy Adidas
