Read our new manifesto

Oct 19 - 23

Discuss, debate and discover the future of agencies

Adidas issues apology after congratulating runners for 'surviving' the Boston marathon

Adidas was the title sponsor of the event and sent a marketing email praising customers for 'surviving'

Adidas has apologised after sending a marketing email to customers congratulating them on surviving this year’s Boston marathon.

The German sports brand, which was the title sponsor of the 121st instalment of the coveted race, issued an email on Tuesday (18 April) to runners with the subject line "Congrats, you survived the Boston Marathon!"

Unsurprisingly the message was met with backlash given the 2013 bombing which claimed the lives of three people and injured around 260 others. Many customers reacted angrily on social media by highlighting the poor choice of words.

Adidas has sinced apologised in a statement saying: “We are incredibly sorry. 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.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis