Adidas was recently on the latter end of that lesson. Following this week’s Boston Marathon, the retail company’s customers found in their email inbox a congratulatory message. It read, “Congrats, you survived the Boston Marathon!”
The message, though well intended, brought back memories of the 2013 Boston Marathon bombing that killed three and wounded more than 260.
Backlash on social media was swift and virulent.
Posts such as these popped up shortly after Adidas sent its email:
— Gabriel R. (@FutureLeaderOf) April 18, 2017