Adidas has scrambled to apologise after an unfortunate choice of words was used in a marketing email for those who completed the Boston marathon.
The subject line of the email sent by Adidas Running read: "Congrats, you survived the Boston Marathon!"
Customers were quick to post images of the email on social media, chastising the company for the poor choice of phrasing four years after the 2013 Boston Marathon bombing.
Three people were killed and more than 260 others were wounded when two bombs exploded near the finish line in the attack.
The German sports apparel company quickly apologised in an emailed statement, saying it was "incredibly sorry" for the "insensitive" subject line.
"Clearly there was no thought given to the insensitive email subject line we sent Tuesday," a statement read.
"We deeply apologise for our mistake. The Boston Marathon is one of the most inspirational sporting events in the world.
"Every year we're reminded of the hope and resiliency of the running community at this event."
At least two survivors of the 2013 bombing participated in this year's race, ABC reported.