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Ahead of one of the most iconic races in the world, Nike found itself at the center of online backlash.
For years, the company has used World Marathon Majors like the Boston Marathon to dominate city streets with high-visibility campaigns. But this week, a single message—plastered across its Boston storefront—sparked a broader debate about running.
The ad, displayed on a bright backdrop, read: “Runners Welcome. Walkers Tolerated.” By Thursday morning, it had been removed, leaving an empty storefront window, according to Women’s Wear Daily.
The response was immediate. Runners and coaches across social media criticized the slogan as dismissive, especially toward the many athletes who rely on walking intervals or adaptive methods to complete races.
Amy Gougler, a run coach and personal trainer, addressed the ad in a video: “We should (be) building a more inclusive community, not isolating and belittling people that are a part of it. As a run-walk runner, this is offensive.” She added that she qualified for the Boston Marathon using a run-walk-run method, asking whether that made her achievement “worth any less.”
Others pointed out that for some runners, walking isn’t a choice. Robyn Michaud, a five-time Boston qualifier in the adaptive division, wrote on Instagram that due to a spinal cord injury, she “HAS to take walk breaks.” Even so, she said she continues to finish marathons in under five hours and planned to race again in Boston on Monday.
The message also appeared to discourage prospective participants. One Instagram user wrote that they had been considering qualifying through the adaptive program due to multiple sclerosis, but after seeing the sign, “I’m not sure I want to.”
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