Think twice before hitting send, marketers. In this episode of "What Were They Thinking?" Melissa is taken aback at Adidas's insensitive email subject line sent the day after the 2017 Boston Marathon. The careless act might not be totally damaging to the brand, but this is definitely not one of Adidas's prouder moments.

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  • Tony The Pitiful Copywriter

    That sibject line was obviously written before the tragic attack on the runners. BUT could Adidas change any subject line at a moment’s notice in their email production pipeline? I’m not sure. It would be interesting to find out.

    • Melissa Ward

      Hi Tony … the bombing was in 2013, and this email went out on April 18, 2017. The headline, plainly, should not have been written that way, as well as approved.

      • Tony The Pitiful Copywriter

        Sorry I missed the timeline. Now that’s really messed up.

    • SHM1026

      Uh, Tony…the subject line was published on April 18, 2017. The faux pas is in reference to the Boston Marathon bombing of 2013. You must be aware of that. It was all over the news. Could Adidas “change the subject line at a moment’s notice” is not a very good question.