Twitter user Chris Melberger summarized the hottest events of last week in one image. Following up on United Airlines violently kicking a passenger off an airplane, Pepsi insinuating Kendall Jenner can solve racism, and Sean Spicer being who he is, corporations did not have a great week for public relations.
Adidas, unfortunately, finds themselves in that terrible P.R. boat with an ill-timed e-mail. The message was meant to be a congratulations to those that completed or made it through the 121st Boston Marathon. It was the way they said it that rubbed Twitter users the wrong way.
Less than 4 years after two pressure cooker bombs erupted at the finish line, killing three people and wounding hundreds, Adidas sent out an e-mail bringing to mind imagery of that day. Most likely, it wasn’t meant to do that. Twitter definitely was keen to point it out, however.
Multiple Twitter users took to their keyboards to voice their disapproval at Adidas’ incredibly poor choice of words.
Adidas posted an official apology statement on Twitter on Tuesday afternoon. They explained the message contained an “insensitive email subject” and they deeply apologized. The Boston Marathon is, and continues to be, one of the most inspirational sports of the year.
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