Hi readers– remember Sunday, when I wrote about my love and extreme sappiness about the Boston Marathon? Well, I’m not alone in having strong feelings for all things having to do with this event. Witness the hullabaloo around the following signs put up recently in Boston by running shoe companies. Here’s one advertisement ill-advisedly run by a company that rhymes with “Mikey”:
Bostonians and visitors alike were feeling serious consternation and not keeping quiet about it. Yes, the Boston marathon requires pretty ambitious qualifying times (e.g. 3 hours for men ages 35-39 and 3:30 for same-aged women). But lots of people who enter are raising money for charities, so their finishing times are much longer.
Also, those who are not runners and who complete the race in wheelchairs or in cooperation with others on dual teams were also mentioned in comments. Don’t they count, Nike?
After realizing their bonehead mistake, Nike made this tepid statement of non-apology:
“We want more people to feel welcome in running – no matter their pace, experience, or the distance. During race week in Boston, we put up a series of signs to encourage runners. One of them missed the mark.”
Ya think?
Then their corporate sign-makers got to work and put up this more contrite version:
Other shoe companies were not unaware of Nike’s gaffe. A company whose name rhymes with “basics” put this sign up in short order:
And that’s not all. The shoe company Altra put out an ad that led with “Run. Walk. Crawl,” and captioned a social post, “Go where you’re celebrated. Not where you’re tolerated.” Yes, I know that this is corporate piling-on for the purpose of rearranging market shares. But that doesn’t mean we can’t enjoy it, right?
Congratulations to all those who entered the Boston Marathon and who completed it, regardless of mode. And speaking of signs, if any of these corporate folks need some tips, asking the people at the Wellesley scream tunnel for advice. Here are a few of my favorites. Enjoy…
