Just two weeks after Kendall Jenner's questionable Pepsi ad set off a nationwide head-scratch, another marketing blunder has the fashion world abuzz. Today, Adidas Running sent out a mass-marketing email with "Congrats, you survived the Boston Marathon!" as the subject line.
If it were any other marathon in the U.S., it would be an understandable and seemingly innocuous statement. As anyone who has ever run a marathon, or even a half marathon, can attest, merely getting to the finish line without your lungs bursting or legs giving out on you can feel like a huge accomplishment. But in the context of the Boston Marathon — an event that saw three people killed and hundreds injured in a 2013 bombing — the subject line comes across as deeply shortsighted.
The Twitterverse is already expressing its collective displeasure, of course, with the recurring question seeming to be some iteration of "Who signed off on this?" (and a few trying to take advantage of the situation to cop some coveted shoes).
Adidas was quick to share a response with Fashionista, trying to make amends:
"We are incredibly sorry," a representative wrote via email. "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. Every year we're reminded of the hope and resiliency of the running community at this event."