Welcome to the club, Adidas. The company is the latest in a string of brands to find itself frantically apologizing for doing something stupid.
On Tuesday, the sportswear company had its very own SMH moment after sending out a mass email about the 121st Boston Marathon, which took place on Monday.
The email in question arrived bearing the subject line: "Congrats, you survived the Boston Marathon!" Yes, four years after two pressure cooker bombs placed near the Boston Marathon's finish line wound up killing three people and wounding hundreds, Adidas sent out a marketing email congratulating people on living through the athletic event.
SEE ALSO:Mesmerizing Boston Marathon timelapse shows the magic of thorough event planning"Oops" is an understatement.
In all likelihood this was an honest mistake and Adidas probably didn't mean to make light of a tragedy so great it shut down one of America's major cities for a manhunt. However, Twitter doesn't forget and it only rarely forgives.
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.
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On Tuesday afternoon Adidas posted an official apology statement on Twitter, explaining there was no thought given to the "insensitive email subject." The company apologized with a great deal of sincerity, and acknowledged that the Boston Marathon is an extremely inspirational event.
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If we've learned anything from the recent Pepsi and United flubs, taking the time to be extra cautious with public images can be seriously worth it. Oh, and learn how to give a solid apology.
Mashable reached out to Adidas for additional comment.
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