A awful choice of words in a newsletter has forced Adidas to issue a public apology.
In a statement, Adidas said: "We are incredibly sorry".
'We deeply apologize for our mistake.
But literally "surviving" the Boston Marathon, specifically, is nothing to joke about or feel accomplished for.
In a statement to Business Insider Tuesday afternoon, Adidas apologized for the email's subject line.
The company sent marathon finishers an email on Tuesday, and receivers were taken aback by the email's subject line.More news: Kylie collaborating with sister Kim Kardashian on a new beauty line
The Associated Press notes that at least two survivors of that attack ran this year's race.
Completing the Boston Marathon - the pinnacle of marathon running for many - is quite a feat.
The backlash was immediate on social media, given the history of that particular race includes people not surviving.
The email immediately received traction on Twitter, with many quick to call out the brand's misstep. Runners train for months at a time to better their bodies and accomplish the monumental feat.
You'll remember in 2013 three people were killed and more than 260 others wounded when two bombs went off near the finish line. "We can make it happen through running".
Kenyan runners Geoffrey Kirui and Edna Kiplagat won the men's and women's races respectively on Monday.