In the latest public relations gaffe to hit the internet, Adidas is drawing criticism for an email sent to its customers about the Boston Marathon, according to posts on social media.
This phrasing is obviously problematic given the marathon's history-on April 15, 2013 two homemade bombs detonated near the finish line of the Boston Marathon, killing three people and injuring several hundred others.
Forget yesterday's news. Get what you need today in this early-morning email.
On Tuesday afternoon Adidas posted an official apology statement on Twitter, explaining there was no thought given to the "insensitive email subject". We deeply apologize for our mistake. "Every year we're reminded of the hope and resiliency of the running community at this event".
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Upon noticing the unfortunate choice of words, the email began to receive a great deal of backlash on social media, and shocked Twitter users vented their disappointment in the company and the careless marketing.
Others expressed a similar sentiment.
In a statement to TIME, a spokesman for Adidas apologized for the email.
Within the body of the e-mail, Adidas told customers they were "Boston Strong" and urged them to "grab new gear" now that they've finished the race.
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