Overview
- NIke removed the Newbury Street window sign Friday near the Boston Marathon finish line and said the message had missed the mark.
- Nike replaced the wording with a new display that reads, “Boston will always remind you, movement is what matters.”
- Runners and disability advocates said the word “tolerated” demeaned athletes who take walk breaks or compete using wheelchairs and other mobility devices.
- Asics and Altra quickly countered with inclusive messages, including “Runners. Walkers. All welcome.” and “Run. Walk. Crawl.” posted around Boston and online.
- The episode fed a wider debate over Nike’s tougher marketing tone and recent ad missteps, even as the brand tries to rebuild its running business under CEO Elliott Hill.