Nike has removed a controversial advert seen in Boston ahead of Monday’s marathon in the city.
The sign, which read, “Runners welcome, walkers tolerated,” was seen at Nike’s Newbury Street location ahead of the Boston Marathon 2026, one of road running’s prestigious marathon majors.
But after online criticism and accusations that the brand was being exclusionary, the poster has now been taken down before the race, which is sponsored by competitors adidas.
On Friday, a statement from Nike was released: “We want more people to feel welcome in running—no matter their pace, experience, or the distance.
“During race week in Boston, we put up a series of signs to encourage runners. One of them missed the mark. We took it down, and we’ll use this moment to do better and continue showing up for all runners.”
The advert referenced the historic nature of the race, seen as one of the hardest races to access, due to its difficult qualification times.
Men in the 18-34 age group range needed at least 2:55 in a previous marathon to enter, while women in the same category required 3:25.
But despite its elite nature, many pointed to how common it is for runners, even at a high level, to be forced to walk after hitting the wall towards the end of the gruelling 26.2 mile distance.
Injuries, a lack of fuelling, or bad weather are often cited as forcing even top runners to slow or even stop entirely.
Most runners on social media pointed at the word “tolerated”, as the main issue with the advert, while adding that walking, should you require to do so, is not something to be embarrassed about.
While many criticised Nike, some in the running community supported its intention, while Dr. Hussain Al-Zubaidi, who posted a picture of the advert, acknowledged that some would sympathise with the message.
He stated, despite feeling “uneasy” with the advert, that it was connected to the “distinct performance culture” surrounding Boston, and that “from that perspective, you could argue this is highly targeted, even strategic, marketing.”
In response to the controversial Nike advert, Asics opted to launch their own version in the city in response. It read: “Runners. Walkers. All Welcome,” followed by a subdeck, “Move your body, move your mind.”
