Adidas probably wishes it could take this one back.
On Monday, thousands of people from around the world participated in the Boston Marathon. On the fourth anniversary of the Boston Marathon bombing that killed three people and injured many more, people from around Boston came to support the runners and the community.
After the completion of the 2017 Boston Marathon, Adidas sent out an email, congratulating the runners on their completion of the 26.2 mile run. The email was an advertisement, showcasing the companies products to those who just completed the run.
Normally, a congratulatory email would be welcomed by those who completed the race. This message from Adidas, however, left people cringing.
In the subject line of its email, Adidas said the following: “Congratulations, you survived the Boston Marathon.”
Here’s what the email looked like.
— Mike Denison (@mikd33) April 18, 2017
In the wake of the 2013 Boston Marathon, it’s a very poor choice of words from Adidas.
Adidas’ comment outraged the Twitter audience:
— WTP Sports (@WTPsports) April 18, 2017
— Ross Bolen (@WRBolen) April 18, 2017
Adidas messed up on a few different levels 😬 pic.twitter.com/1MiLqgUObT
— Brady Sullivan (@imbradysullivan) April 18, 2017
— Adrian with a W 🐰 (@AdrianwithaW) April 18, 2017
Adidas running with the questionable choice of an email header after what happened 4 years ago pic.twitter.com/RsyFcsHkq5
— 🔥🔥🔥 (@steez_austin) April 18, 2017
Companies are bound to learn after seeing United's mistake.
Adidas: Hold my Beer
— Joshua Campbell (@CampbellJD) April 18, 2017
Considering the PR disasters that hit United and Pepsi recently, you would think that companies would be very careful about their messaging.
Now, we understand what Adidas was trying to say, but using “completed” would have been a much better use of language for their advertisement.