Via your classmate Adiela:
Adidas is running–to apologize after sending an insensitive email to finishers of the 2017 Boston Marathon. The subject line of the email read “Congrats, you survived the Boston Marathon!” Recipients of the email took to social media expressing their outrage at the insensitive subject line of the email which was intended to be a promotional email, encouraging runners to “share their race day experiences and shop official gear.”
Adidas subsequently apologized, stating that they were “incredibly sorry”, and that “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.”
Although the company has acknowledged it was a poorly executed marketing email, I simply feel that an apology is not enough. In my opinion, this is likely to hurt the brand more than help it, as it displays a high level of insensitivity on the part of the brand and is directly offensive to the survivors of the Boston marathon bombings. The brand image in the eyes of loyal customers who hold this issue dear to their hearts will likely diminish. Adidas has to take a more active role in showing that they are truly sorry. To right their wrongs, they should come up with innovative ways to get directly involved with helping the current survivors and use the publicity from these efforts to redeem themselves in the eyes of the public and reverse their image from insensitive to community activist!