“Congrats, you survived the Boston Marathon!” read the subject line of an email sent Tuesday by Adidas Running.
The social media backlash was immediate, with many users condemning the brand for their poor choice of words in the aftermath of the 2013 Boston Marathon bombings, which killed three people and wounded dozens more.
Shortly after the email made the rounds, Adidas took to Twitter to issue a statement. “We are incredibly sorry,” the brand said. “Clearly, there was no thought given to the insensitive email subject line we sent Tuesday. We deeply apologize for our mistake.”
“The Boston Marathon is one of the most inspirational sporting events in the world,” the statement continued. “Every year we’re reminded of the hope and resiliency of the running community at this event.”