Source: Fortune
Summary
Nike faced criticism for an ad at its Boston store that read “Runners Welcome. Walkers Tolerated.” ahead of the Boston Marathon. The ad was seen as mean-spirited and at odds with the sport’s inclusive spirit. Nike apologized and took down the ad, replacing it with a new one that emphasized movement and inclusivity. The incident highlights Nike’s struggle to connect with serious runners, who prefer other brands such as Brooks and Hoka. Nike has been trying to win back market share in the running specialty market, which it had neglected in favor of limited edition sneakers.
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Nike’s ad misstep came at a time when the company is trying to win back serious runners. The ad’s tone was seen as elitist and exclusionary, which is not what Nike needs when it’s trying to regain market share in the running specialty market. The company’s apology and quick replacement of the ad show that it’s aware of the importance of inclusivity in the running community. The incident highlights the challenges Nike faces in connecting with serious runners, who have been drawn to other brands that prioritize performance and inclusivity.
Nike’s struggle to connect with serious runners is a familiar story.
