Nike's Boston Marathon ad backlash

The sportswear giant faced immediate backlash after photos of the controversial sign went viral during the Boston Marathon weekend.

Runners and advocates argued that the messaging was insulting to the thousands of participants who walk or use a run-walk strategy to complete the race.

Nike issued an apology and removed the sign, admitting it failed to reflect the inclusive spirit of the running community.

The incident has sparked a broader conversation about how major brands engage with the athletes they represent.