Adidas has apologised for sending out a marketing email using an unfortunate choice of words to praise customers who completed this week’s Boston Marathon.
The subject line of the email sent by Adidas Running read: “Congrats, you survived the Boston Marathon!”
On social media, customers quickly reminded the company about the real survivors of the 2013 Boston Marathon bombing.
Three people were killed and more than 260 others were wounded when two bombs exploded near the finish line in the attack.
The sports apparel company quickly apologised in an emailed statement, saying it was “incredibly sorry” for the “insensitive” subject line.
“Clearly there was no thought given to the insensitive email subject line we sent Tuesday,” a statement read.
“We deeply apologise 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.”
At least two survivors of the 2013 bombing participated in this year’s race, as did a number of veterans wounded in combat.
Trail blazer has bib number retired
Also running was the marathon’s first official female entrant, Kathrine Switzer.
In 1967, Switzer, then 20 years old, ran the Boston race and had to fight off an attempt by a male official to push her off the course.
Fifty years on, she ran again in her famous bib number 261, finishing in four hours, 44 minutes and 31 seconds, according to the Boston Athletic Association (BAA).
Switzer named her 261 Fearless Foundation, which uses running to improve women’s lives around the world, after the bib number that was nearly torn from her back by Jock Semple on the course in 1967.
“It was the worst thing in my life at the time. It became the best thing in my life,” she said.
“[Semple] inspired me to completely not only change my life, but to change millions of women’s lives.”
After the 70-year-old completed this year’s race, her 261 bib was retired by the BAA.
“It’s beyond me; it’s the number now,” said Switzer, who ran the race along with 118 women and “seven intrepid men” who raised money for her charity.
“We can make it happen through running. The number now stands for all of those things.”