Athletic apparel company Adidas is trying to outrun the controversy sparked by an email it sent to customers regarding the Boston Marathon.
The clothing giant sent an email to subscribers with the subject line: "Congrats, you survived the Boston Marathon!"
The email showed Boston Marathon-branded clothing, with the line: "You're Boston strong, what's next?"
It's been four years since two homemade bombs detonated near the finish line of the marathon, killing three and injuring 264. Sixteen people lost limbs due to the explosion and resulting shrapnel.
The phrase "Boston strong" was popularized in the wake of the attack as a rallying cry for both runners and Boston residents.
"We are incredibly sorry. Clearly there was no thought given to the insensitive email subject line we sent Tuesday," the company wrote in a statement posted to Twitter.
— adidas (@adidasUS) April 18, 2017
But the company faced a quick backlash online.
Hey @adidas, not the best choice of words for subjects for email blasts to your members, you think? #BostonMarathon #BostonStrong #changeit pic.twitter.com/ucRLiYy3pR
— Joey Arceo (@Joeyjonz) April 18, 2017
Hey @adidas, I don't think this is the best subject line for an email...... pic.twitter.com/aByzQDS1Bf
— Kyle (@kgeich) April 18, 2017
Dear @adidas, I love you, but you need to talk to whoever is doing your email marketing... #BostonMarathon #toosoon @adidasrunning pic.twitter.com/Ow64UqMj9o
— Jason Lonsdale (@jasonlonsdale) April 18, 2017
Someone in the marketing department at @Adidas is going to get fired hard for the subject of this email. pic.twitter.com/JqXoZnZQla
— Ross Bolen (@WRBolen) April 18, 2017
However, some were sympathetic to Adidas' mistake.
@adidasUS @adidasrunning I was not offended. I received it. We all "survive" our races. That's the terms we use in running. Sheesh.
— Ann Smith (@HautAnnie) April 18, 2017
