On Tuesday, one day after the Boston Marathon, the brand sent out an email about the big race. The email, which was sent to The Huffington Post, advertised new products and also asked runners to share pictures of their marathon experience.
But it was the email subject line, “Congrats, you survived the Boston Marathon!” that got people talking. In 2013, three people were killed and 264 injured when two homemade bombs went off at the marathon’s finish line.
People on Twitter were not pleased:
Some didn’t find it offensive:
Others were busy preparing for an Adidas apology and a new PR job opening (similar to what happened with United):
A few hours after the email was sent, a spokeswoman for Adidas sent The Huffington Post a statement via email, writing:
“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.”