‘Congrats, you survived the Boston Marathon!’ Adidas sorry for ‘insensitive’ email
The insensitive gaffe was described as hugely inappropriate on social media with many race participants sharing a snapshot of the email they received from the sportswear giant.
Three people were killed and hundreds injured when two explosives detonated near the finish line of the race in 2013.
“Too soon Adidas,” was the message some Twitterati had for the company’s marketing team, while others simply voiced their upset at the poorly phrased comment.
Adidas sent out an email saying "congrats you 'survived' the Boston Marathon" wtf... pic.twitter.com/oLe1tgjKEF— Brandin Cooks (@FauxCooks) April 18, 2017
@adidas I am pretty upset with your recent email "You survived the Boston Marathon" Maybe you don't remember some people didn't?— Masona 5 (@mase007) April 18, 2017
At least two survivors of the 2013 bombing participated in this year's race on Monday, according to Bloomberg.
Adidas, the official sponsor of Boston Marathon, responded to the backlash by apologizing, noting that “clearly there was no thought given to the insensitive subject line we sent Tuesday.”
The incident follows on from a series of recent PR disasters by massive global brands, namely Pepsi, United Airlines and Nivea.
PEPSI: That was the biggest PR blunder of the year.— Bryan Flaherty (@SwimSider) April 19, 2017
UNITED: Hold my beer.
ADIDAS: Hold my Pepsi. https://t.co/dGEwJh6eX1