Pret-a-Reporter

Adidas Faces Online Backlash for Boston Marathon Email

Kayana Szymczak/Getty Images
Runners at the Boston Marathon on April 17, 2017.

"Congrats, you survived the Boston Marathon!"

Adidas may want to reconsider its latest digital marketing strategy.

On Tuesday, a day after the Boston Marathon, the German brand sent a newsletter to its Adidas Running subscribers with the email subject line: "Congrats, you survived the Boston Marathon!" The email was sent to advertise new gear and to encourage runners to share photos from the marathon.

The insensitive line, understandably, got online backlash considering three years ago two homemade bombs went off near the Boston Marathon finish line that left three dead and 144-plus injured.

"RIP Adidas. Gonna be trending soon. Nobody even took a second guess at the subject line of this email before releasing it? @adidas," wrote one Twitter user, who included a screenshot of the subject line. Another user added: "Wow Adidas, not the best subject line I've seen, that's for sure."

This is the latest in a series of PR missteps by an international company. United faced a wave of backlash last week after a passenger was forcibly dragged off one of its flights and the airline's CEO issued a statement that didn't help to tame the situation. Prior to that, Pepsi's Kendall Jenner commercial was criticized for capitalizing on and trivializing recent social and political issues. Pepsi has since pulled its ad.

Adidas has since issued a statement via Twitter, apologizing for their mistake.

1:13 p.m. Tuesday, April 18: Updated with a statement from Adidas.

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