Adidas apologies for ‘insensitive’ Boston Marathon email

Many social media users lashed out at the company after receiving a message which congratulated runners because they “survived.”

The power of an email’s subject line cannot be understated—for better or worse.

Adidas was recently on the latter end of that lesson. Following this week’s Boston Marathon, the retail company’s customers found in their email inbox a congratulatory message. It read, “Congrats, you survived the Boston Marathon!”

The message, though well intended, brought back memories of the 2013 Boston Marathon bombing that killed three and wounded more than 260.

Backlash on social media was swift and virulent.

Posts such as these popped up shortly after Adidas sent its email:

@adidas poorly worded. Seriously reconsider whoever wrote this email for you guys

— Gabriel R. (@FutureLeaderOf) April 18, 2017

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