Adidas went under burn Tuesday for sending a seemingly insensitive email that praised its clients for “surviving” this year’s Boston Marathon.
“Congrats, you survived the Boston Marathon! ” the subject line of the email read.
The sports apparel company transmitted the congratulatory email to its customers along with a promotion about its Boston Marathon-branded work gear.
Customers, nonetheless, instantly criticized the company for using the word “survived” in the headline, relating it to the 2013 Boston Marathon bombing that killed three people and injured more than 260 others.
“Hey @adidas , not the best choice of words for subjects for email blasts to your members, you think? #BostonMarathon #BostonStrong #changeit, ” one Twitter user wrote.
— Jason Lonsdale (@ jasonlonsdale) April 18, 2017 blockquote >
— Alexis Madison (@ AlexisMadison2 0) April 18, 2017 blockquote >
” @adidasrunning I know this has good purposes but has actually be taken the wrong way [email protected] adidasoriginals @adidas” another person wrote.
In a statement Tuesday afternoon, the company apologized for its select of words.
— Joey Arceo (@ Joeyjonz) April 18, 2017 blockquote >
— Gabriel R. (@ FutureLeaderOf) April 18, 2017 blockquote >
— dylan (@ dyllyp) April 18, 2017 blockquote >
“We are improbably sorry, ” the statement replied. “Clearly, “there werent” felt given to the insensitive email subject line we transmitted Tuesday. We deeply apologize for our mistake.”
— adidas (@ adidasUS) April 18, 2017
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