Nike Pulls ‘Walkers Tolerated’ Ad from Newbury Street After Backlash
Nike has recently withdrawn its controversial advertisement, titled “Walkers Tolerated,” from Newbury Street following significant backlash. The ad was intended to motivate runners participating in the Boston Marathon, but it missed the mark, according to the company.
Nike’s Response to Backlash
In a statement, Nike acknowledged the criticism. They emphasized their commitment to inclusivity for all runners, regardless of pace or experience. The company stated, “We want more people to feel welcome in running—no matter their pace, experience, or the distance.”
Details on the Removed Ad
- The ad read “Boston will always remind you, movement is what matters.”
- Nike described the ad as part of a series of encouraging messages for runners during Boston Marathon week.
- Despite its intent, the ad did not resonate well with many in the running community.
Community Reaction
The reaction to the advertisement was predominantly negative. It generated numerous online posts and videos criticizing its lack of inclusivity. Robyn Michaud, a runner in the marathon’s adaptive division, expressed her frustration about the ad on Instagram. Michaud, a fifth-time qualifier, highlighted her personal challenges, stating, “Due to a spinal cord injury, I HAVE to take walk breaks.”
She further criticized Nike for branding her as someone they merely tolerate, saying, “Thank you for TOLERATING me, @nike.”
Competing Brands Step In
In response to Nike’s advertisement, other brands swiftly aired their supportive messages for all runners. Asics erected a billboard near Fenway Park stating, “Runners. Walkers. All Welcome.” This move was perceived as a direct rebuttal to Nike’s controversial campaign.
As the Boston Marathon approaches, the focus shifts to creating an inclusive atmosphere for all participants. The dialogue initiated by this incident highlights the importance of inclusivity in sports and the impact of brand messaging on community sentiments.
