Nike encountered a sharp backlash last week following the installation of a sign at its Boston store that read: “Runners Welcome. Walkers Tolerated.” Intended to lean into the exclusivity of the Boston Marathon, the message was instead widely panned as mean-spirited. Critics, including adaptive division runner Robyn Michaud, argued the phrasing disparages those who walk due to injury or disability. The incident highlights a disconnect between the brand’s marketing and the sport’s culture as Nike attempts to regain its standing among serious runners.
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Source · Fortune
