On a day after the Boston Marathon took place, Adidas sent out a mass e-mail to their ‘Adidas Running’ subscribers that had the subject line reading: “Congrats, you survived the Boston Marathon!”
The purpose of their e-mail was a way to kickoff their new gear line and to encourage their customers to share pics of themselves from the Boston Marathon too.
The only thing is, the e-mail’s subject line was inappropriate when you take into consideration that in 2013, two Boston natives made two homemade bombs and detonated them 12 second and hundreds of yards apart near the finish line.
That bombing killed three people and injured hundreds more, 16 of which lost limbs.
Their choice of subject line received a slew of backlash from the very people they sent it to online. One guy tweeted saying, “RIP Adidas. Gonna be trending soon. Nobody even took a second guess at the subject line of the email before releasing it?”
Some other tweets said:
“Wow Adidas, not the best subject line I’ve seen, that’s for sure.”
“The subject line to this email is extremely inappropriate and insensitive. You guys should reconsider it.”
Of course it didn’t take Adidas that long to release a statement via Twitter saying,
“We are incredibly sorry. 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.”
Adidas is just one of a few corporations that have made poor judgement… The other corporations are of course, United Airlines and Pepsi.