Adidas, the multinational corporation most famous for their line of running shoes, wanted to send out an email to commemorate the finish of this year's Boston Marathon. Their poor choice of words for the subject line had a lot of people shaking their heads. Was this a sick joke? Or could someone have legitimately made such a horrendous mistake?
Boston resident Mike Denison received an email from the athletic wear company and was immediately shocked. He tweeted the offending line, which read, "Congrats, you survived the Boston Marathon!"
Denison added the tweet, "you may want to rethink the subject line."
"Survive" was really a poor choice of words, given that the memory of the 2013 Boston Marathon deadly bombing is still fresh in people's memories. The bombing was plotted by two brothers who made home-made explosive devices that detonated near the finish line. Three people died in the blast, 16 people lost limbs and hundreds of people were injured.
How young and/or clueless must the person charged with the task of writing the email be if the Boston Marathon Bombing just three years ago doesn’t ring a bell? This was part of a mass emailing to the company’s loyal customers, and surely managed to bring back some horrible memories for some who might actually have been there in 2013.
Denison was more understanding than most about the faux pas. "I got what they were trying to say but it obviously wasn't well thought out," the Adidas customer said to AOL.com.
Twitter users were not so kind. They immediately jumped to criticize Adidas for that particular brain fart. Facepalm memes became the most popular response, hands-down. Some compared the poor word choice to the recent Pepsi commercial debacle, in which Kendall Jenner completely 'missed the mark' of diversity when she shared a soda with a cop during a protest.
Adidas has issued for an apology for the poorly chosen phrase.
“We are incredibly sorry,” the company 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.”
Photo: Max Esposito/Flickr
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