Adidas has been forced to issue a grovelling apology after sending out what it admitted was an “insensitive” marketing email to customers who took part in Monday’s Boston Marathon, congratulating runners who “survived” this year’s event.
Three people were killed and more than 260 others were injured when two bombs exploded near the finish line during the marathon in 2013.
However, memories are obviously short in the Adidas marketing department, with the email carrying the subject line “Congrats, you survived the Boston Marathon!”. It was sent out by Adidas Running to congratulate those who had completed the 26.2 mile race.
Within minutes of the email landing, the social media backlash erupted, with comments including: “Really @adidas? Are your copyrighters living in a black hole?”, “Oh man! That is unfortunate. Not Pepsi level unfortunate, or United….but damn”, “Seriously reconsider whoever wrote this email for you guys”, and “Not the best choice of words for subjects for email blasts to your members, you think?”
Adidas said in a statement: “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.”
Creative cock-ups alive and kicking