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Adidas is Under Fire for E-Mail Concerning Boston Marathon

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Adidas put its four-striped-sneaker-clad foot in its mouth Tuesday with an ill-phrased e-mail subject line about the Boston Marathon.

The congratulatory e-mail to marathon participants featured a subject line reading “Congrats, you survived the Boston Marathon!”—an unfortunate choice of words considering the Boston marathon bombings of 2013—and the public had much to say about it.

In true 2017 fashion, e-mail recipients were outraged and took to Twitter to voice their concerns.


Adidas was quick to respond, by tweeting the below statement, emphasizing its apology and the resilience of the running community.


While some Twitter users found the situation opportune to demand free pairs of Yeezy’s as reparation, many were appalled that the email was even approved for sending.

Only time will tell whether this gaffe will affect the brand’s attempt for a major sales boost by 2020.

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