Nike backtracks after 'walkers tolerated' Boston Marathon ad draws outrage
CBC
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https://i.cbc.ca/ais/4cacc441-5410-4229-a79f-23d4c44ed7e5,1776702097356/full/max/0/default.jpg?im=Crop%2Crect%3D%280%2C0%2C5257%2C2957%29%3BResize%3D%28620%29" title="John Korir, of Kenya, breaks the tape to win the Boston Marathon, Monday, April 20, 2026, in Boston." width="620" />
Runners accused Nike of being tone-deaf for a sign it posted in a store along the route for the Boston Marathon, which is also the premiere marathon event for para athletes and adaptive runners.
Nike's Boston Marathon ad backlash
- Nike’s ‘Walkers Tolerated’ sign at the Boston Marathon was meant to fire up runners. Instead, it insulted them. Fortune —
- Nike stumbled with the people it counts on most: runners Business Insider —
- Nike humiliated for ‘walkers tolerated’ ad accused of ‘pace shaming’ ahead of Boston Marathon NY Post —
- Nike accused of shaming Parkrun walkers with ad campaign The Times —