Nike apologized for and removed a controversial sign that said “Runners welcome. Walkers tolerated” from one of its Boston stores ahead of the April 20 Boston Marathon after backlash. Nike, in a statement, conceded it “missed the mark” with the exclusionary message.
The sign, which was placed at the company’s retail location on Newbury Street in the Back Bay neighborhood, featured block text that read: “Runners welcome. Walkers tolerated.” The store is located a block from the race’s finish line.
Nike said in a media statement, “We want more people to feel welcome in running — no matter their pace, experience or the distance. During race week in Boston, we put up a series of signs to encourage runners. One of them missed the mark. We took it down, and we’ll use this moment to do better and continue showing up for all runners.”
The sign drew harsh pushback on social media. Despite its elite nature, many noted how common it is for runners, even at a high level, to be forced to walk after hitting the wall near the end of the grueling 26.2-mile distance.
Injuries, a lack of fueling or bad weather are often cited as forcing even top runners to slow or even stop entirely. Many people also walk the marathon route due to choice or because of physical limitations.
One comment on Instagram read, “@nike going out of their way to make people feel bad about themselves on a day they should feel proud speaks volumes in all the wrong ways. ALL people who cross the finish line should be celebrated, regardless how they get there.”
Another added: “I HATE this one. Movement is great. Just because this is Boston doesn’t mean we should shame anyone moving!”
A third lamented, “How wrong is this @nike? My mum is 75, and in remission from myeloma, she’s doing the @londonmarathon and will be walking! She can’t run like many, but she’s ’tolerated’ according to your marketing messages. She’s showing how health and age isn’t a barrier and actually pretty inspirational — your messaging is totally wrong.”
Some still defended Nike, feeling the reaction was overdone and aligned with the marathon’s reputation. One commentary read, “This is targeted for the Boston Marathon. The elite and fastest runners who qualify to be there.”
Dr. Hussain Al-Zubaidi, who posted a picture of the advert on LinkedIn, acknowledged that some would sympathize with the message. He stated, despite feeling “uneasy” with the advert, that it was connected to the “distinct performance culture” surrounding Boston, and that “from that perspective, you could argue this is highly targeted, even strategic, marketing.”
Another stated, “I’m a runner, and I run/walk plenty, and I can find the humor. We need to quit being so offended over every little thing.”
The 130th Boston Marathon is scheduled to take place on Monday, April 20. Last year, more than 28,000 people finished the race.
Image courtesy Dr. Hussain Al-Zubaidi
