SBD/April 19, 2017/Marketing and Sponsorship

Adidas Apologizes For Sending Poorly Worded Email Following Boston Marathon

Adidas yesterday apologized after "sending out a poorly worded marketing e-mail to its customers, just one day after the 121st Boston Marathon," according to Steve Annear of the BOSTON GLOBE. The subject line of an e-mail from Adidas Running read, "Congrats, you survived the Boston Marathon!" The message "immediately led to backlash as customers reminded the company" about the '13 Boston Marathon bombings. Adidas in an e-mail wrote, "Clearly, there was no thought given to the insensitive e-mail subject line we sent Tuesday." The company "'deeply' apologized for what it said was a mistake." Within the body of the e-mail, Adidas told customers they were "Boston Strong" and urged them to "grab new gear" now that they have finished the race (BOSTONGLOBE.com, 4/18). CNBC's Sara Eisen notes the email was "clearly just another example of a corporate blunder" and companies "need to be sensitive” in situations like this. CNBC’s Wilfred Frost described the move as a “blunder” but not a “calculated” move like Pepsi’s recent controversial ad. Eisen: “Not a Pepsi-style or United-style debacle” (“Worldwide Exchange,” CNBC, 4/19).
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