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 Adidas: Marketing Slip-up after Boston Marathon
Marketing | 19.04.2017

Finishers Congratulated by Email for “Surviving”

Adidas Apologizes for Marketing Slip-up after Boston Marathon

Adidas: Marketing Slip-up after Boston Marathon. The Boston Marathon has taken place under heightened security precautions since the bomb attack of April 15, 2013. (Quelle: Imago)
The Boston Marathon has taken place under heightened security precautions since the bomb attack of April 15, 2013.
Bild: Imago
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Marketing slip-up at Adidas: The sports clothing manufacturer has apologized for their email campaign which congratulated the participants of this year’s Boston Marathon for “surviving” the race in the subject line. At the 2013 Boston Marathon, three people were killed and over 260 were injured by a bomb attack.

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The email marketing move (“Congrats, you survived the Boston Marathon!”) heavily backfired. Adidas promptly apologized on is US Twitter page for the “insensitive email subject line”.

The Adidas apology in writing:

“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.“



North America important for Adidas

Many runners reacted calmly to the Adidas email and apology. “I'm from Boston and have run it 8 times. Anyone who ever ran these hills feels like they survived. Runners get this, easily offended don’t“, writes Chuck Nowlin, radio moderator from Boston on Twitter.

Adidas is fighting for its market share in North America against the competitors Nike and Under Armour. The CEO Kasper Rorsted announced this as a key task.

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