Adidas went under flame Tuesday for sending a apparently insensitive email that praised its clients for “surviving” this year’s Boston Marathon.
“Congrats, you survived the Boston Marathon! ” the subject line of the email read.
The sports apparel company mailed the congratulatory email to its subscribers along with a publicity about its Boston Marathon-branded extend gear.
Customers, however, instantly blamed the company for using the word “survived” in the headline, associating it to the 2013 Boston Marathon bombing that killed three people and injured more than 260 others.
“Hey @adidas , not the best choice of words for topics for email bangs to your members, you think? #BostonMarathon #BostonStrong #changeit, ” one Twitter user wrote.
— Jason Lonsdale (@ jasonlonsdale) April 18, 2017 blockquote >
— Alexis Madison (@ AlexisMadison2 0) April 18, 2017 blockquote >
” @adidasrunning I know this has good intentions but could really be taken the wrong way .@ adidasoriginals @adidas” another person wrote.
In a statement Tuesday afternoon, the company apologized for its choice of words.
— Joey Arceo (@ Joeyjonz) April 18, 2017 blockquote >
— Gabriel R. (@ FutureLeaderOf) April 18, 2017 blockquote >
— dylan (@ dyllyp) April 18, 2017 blockquote >
“We are fantastically sorry, ” the statement replied. “Clearly, there was no envisioned given to the insensitive email subject line we mailed Tuesday. We deeply apologize for our mistake.”
— adidas (@ adidasUS) April 18, 2017
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