Adidas has issued an apology for an “insensitive email” sent Tuesday morning to Boston Marathon competitors congratulating runners “who survived” Monday’s race.
The subject line for the email sent by Adidas read: “Congrats, you survived the Boston Marathon!” Just four years removed the 2013 bombing at the event that killed three people and injured more than 260 others, the messaging was derided on social media for being tone deaf and prompted a quick apology by the sports apparel company.
“We are incredibly sorry,” Adidas said in a statement. “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’s apology was a bit too late for many on Twitter, however:
Adidas trying to make everyone forget about the Pepsi and United PR disasters over the last few weeks. Oof. pic.twitter.com/IrWSEKBEQU
— Josh Jordan (@NumbersMuncher) April 18, 2017
— Gabriel R. (@FutureLeaderOf) April 18, 2017
— Joey Arceo (@Joeyjonz) April 18, 2017
— thomaspaul (@Shopthomaspaul) April 18, 2017
— SB (@thisissb) April 18, 2017
According to the Boston Globe, at least two survivors of the 2013 bombing competed in this year’s race.