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Adidas sends out email congratulating customers on ‘surviving Boston Marathon’

04.18.17 at 1:39 pm ET

Adidas got noticed for all of the wrong reasons Tuesday.

The athletic gear company sent out a poorly worded post-Boston Marathon email to its subscribers, congratulating them on “surviving” the race. Given the events of four years ago, there probably are better phrases to use if you want to goad runners into buying a new pair of sneakers for the summer.

While the intent was almost certainly not malicious, it’s amazing the email subject line was presumably able to make it past numerous consultants and marketing managers. This doesn’t rise to the levels of Kendall Jenner’s Pepsi commercial, in which she cheerfully hands the soft drink to officers in riot gear while they’re overseeing a protest against police brutality, but it’s a #brand fail.

Expect an apology to be forthcoming.

UPDATE: And here it is:

“We are incredibly sorry. Clearly, there was no thought given to the insensitive email subject line we sent Tuesday,” Adidas said in a statement 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.” 

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