Nike Removed Controversial Ad Right Before the Boston Marathon
Part of Nike's advertising campaign for Monday's 130th Boston Marathon backfired enough that the company walked back its messaging last week.
The company had displayed a sign reading “Runners welcome. Walkers tolerated" outside of its Newbury Street location in Boston's Back Bay neighborhood, a block from the marathon finish line. However, after some reported backlash, the advertisement was removed.
Nike sign controversy, explained
Last year, 28,853 runners started the 129th Boston Marathon, with 28,409 crossing the finish line. Many of those participants walk during the race, due to either physical limitations or personal choice.
While Nike may have thought this ad would serve as some added motivation for runners grinding through 26.2 miles of pavement, it had the opposite affect on many who felt the phrasing was exclusionary and "pace-shaming."
"The elitism in running is absolutely ridiculous. No matter the speed, forward is a pace," one person wrote. "If you run, you're a runner. Period."
"Many people taking on the marathon next week will walk all or part of it. For them, what does a message like this say? Does it inspire, or does it exclude?" another person commented.
“Due to a spinal cord injury I HAVE to take walk breaks. Even with a cyst in my spinal cord, I still regularly break 5 hours in Boston and plan to again this weekend," added Robyn Michaud, a 50-time marathoner. "Thank you for TOLERATING me, @nike. Perhaps you should swing by the adaptive and para staging area on Monday to see what true grit is all about.”
Nike responds
In addition to taking down the sign, Nike apologized in a statement, via Runner's World, saying their ad campaign "missed the mark."
“We want more people to feel welcome in running — no matter their pace, experience, or the distance,” the statement read. “During race week in Boston, we put up a series of signs to encourage runners. One of them missed the mark. We took it down, and we’ll use this moment to do better and continue showing up for all runners.”
Also, a Nike spokesperson told Front Office Sports "we always listen to the voice of the athlete.”