Adidas apologizes for insensitive Boston Marathon email

After congratulating customers on “surviving” the Boston Marathon, Adidas issued an apology for the poor word choice.

Another day, another brand apology for a tone-deaf marketing effort. On Tuesday, Adidas sent an email to their mailing list with the subject line “Congrats, you survived the Boston Marathon,” just four years after the 2013 bombing took the lives of three and injured more than 260 others. The insensitive word choice was too soon for many, who took to social media to point out what the sports apparel company had clearly missed.

Adidas quickly apologized with a statement on Twitter, saying:

We are incredibly sorry.

Cleary, 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.

Despite the total lack of awareness regarding what will always be a serious subject for the sport, the city and the event, the apology will likely be enough. The email subject line lacks the specific intention of Pepsi or the physical harm of United, so it likely won’t create as much turmoil or stock trouble. Amidst the outcry, there haven’t calls to boycott Adidas or memes about Nike, so in the realm of brand missteps and crises, this feels rather minor.

Similarly, Adidas seems to recognize what went wrong and in this case, there’s no specific fix. It’s not a matter of ensuring a more diverse team is in the room and empowered to speak up. It’s more about making sure everyone is thinking carefully about every line, especially for an event of such magnitude. And remembering that many of your runners and customer already are survivors.