Adidas has publicly apologised after sending an email that congratulated Boston Marathon runners on “surviving” the race.
The company released a statement to say they were “incredibly sorry” for the misguided email, which was titled “Congrats, you survived the Boston marathon!”
It was sent just four years after a series of bombs set off at the finish line of the 2013 Boston Marathon killed three people and injured 260.
"Clearly, there was no thought given to the insensitive email subject line we sent Tuesday,” the company said in the statement.
“We deeply apologise 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.”
The apology comes after people took to Twitter to criticise the sports brand’s insensitive wording.
“Poor choice of words,” wrote one user, sharing a screenshot of the email.
“Someone in the marketing department at Adidas is going to get fired hard for the subject of this email,” added another.
You can see more reactions below:
Images: RexFeatures and Twitter